3T Launches Five New Custom, Hand-Painted Colors

Launched in 2020, the RaceMax quickly became a leader in its category. It consistently proves itself on the starting line of the most prestigious races and is also a high-performing adventure companion. As of today, the RaceMax receives paint customizations, joining the Primo under the “WPNT” umbrella.

Source: press release

Five new colors, inspired by classic cars, kick off the RaceMax collection. These five hand-painted colors were developed in a collaboration between 3T and a local yet world-renowned paint producer, Lechler. Following the slight refresh of the Primo frame in early October, which introduced five new Italian-painted color options, the Racemax now also gets the “WPNT” label. Five new colorways, inspired by classic automotive paint finishes, are available, all featuring a metallic and iridescent look designed to maximize aesthetic appeal.

“WPNT” = We Paint!

“WPNT” stands for “We Paint”: a statement that, with the opening of the new 3T paint factory in Montello (Bergamo province), a few kilometers from the headquarters, ideally completes the brand’s slogan: “We Dream We Build We Ride.”

This strategic investment in paint, the final step for 3T to fully control its production process from carbon fiber to a complete ready-to-ride bike, brings multiple benefits:

– A wider range of color options, thanks to greater flexibility to produce smaller quantities in specific colors compared to the standards imposed by Asian production.

– Greater responsiveness to customer demand, as specific preferences can now be produced within six to eight weeks.

– Enhanced control over this critical production phase, where quality checks are essential to deliver aesthetically flawless products.

– Reduced environmental impact, with significant savings in transportation needs.

Paints developed close to where they are applied

The paints are also developed and produced in the same region where 3T and its paint factory are located. 3T’s chosen partner, Lechler, is a Como-based company active since 1858 with high-level collaborations in the cycling industry. The proximity between the two companies has facilitated close collaboration in paint development.

Internal cable routing and new carbon wheels

Under the new paint, the Racemax Integrale “WPNT” retains the characteristics of the Gravel frame that users have appreciated since its launch in 2020. Its geometry, dimensions, and shape remain consistent with those of its twin, the Racemax Italia. The Racemax “WPNT” stands out for its production technology, using pre-impregnated carbon sheets, while frames in the Italia range use 3T’s exclusive filament winding and RTM technology. Furthermore, the Racemax “WPNT” goes even further towards high-end Made in Italy standards with full internal cable routing, now passing entirely through the Apto Integrale Stealth stem.

The Racemax Integrale “WPNT” is available both as a frameset and a complete bike. Complete bikes will feature the new 3T 40/30 carbon wheels, available on Primo and Racemax “WPNT,” and will soon be offered as an alternative to Zipp 303S.