The ATOMIC FLOYD Representative Discusses His Commitment to "High Quality"

The new flagship model, "SuperDarts Titanium +Remote," is based on the previous flagship model, "SuperDarts +Remote," with enhancements to materials, parts, and color schemes. James Strong, the representative of ATOMIC FLOYD, first shared his philosophy as follows:

"Earphones are used for extended periods during commutes or travel. Even a 45-minute commute one way becomes 1.5 hours round trip. We want people to use truly excellent products during that time. People spend time preparing themselves to look good each day before going out, yet many use low-quality earphones. I found this to be a contradiction. Many Japanese consumers value the manufacturing process, precision, and performance of products. This aligns with ATOMIC FLOYD's philosophy. We aim for products where design and performance are balanced at a first-class level."

The development team comprises individuals from top companies such as Nike, Adidas, Shure, and Philips. The designer, in particular, was responsible for the design of Nike's eyewear, watches, and Nike+.

The New Model: "SuperDarts Titanium +Remote"

James Strong, Representative of ATOMIC FLOYD

In typical companies, product development begins by setting a retail price and then calculating costs to fit within that price range. The quality of parts is adjusted last in the development phase, which directly impacts quality. James felt that "this method makes it difficult to create good products." Therefore, the company does not set a retail price in advance when developing a product. By determining the price after the product is completed, they can control quality at a higher level.

Compact storage is possible with the included carrying pouch.

Furthermore, the company uses metal in all models they sell. This is because metal allows for thinner casings compared to plastic, freeing up space for more high-performance components.

Durability is also a key focus. The cable uses the super fiber KEVLAR®, providing tangle-resistant properties and exceptional durability. The base of the cable, the most common point of breakage, undergoes a 180-degree bending test approximately 5,000 times, an unusual standard for earphones.

In the newly released flagship model, "SuperDarts Titanium +Remote," the body, previously made of stainless steel, now uses aerospace-grade titanium, the same material used in rockets and space shuttles. It is incredibly light and scratch-resistant. The sound quality is also described as softer and gentler compared to previous models.

The "SuperDarts Titanium +Remote" will be released on June 25th (Wednesday) at a price of 46,000 yen (excluding tax).

ATOMIC FLOYD SuperDarts Titanium +Remote
Driver | Hybrid (9mm Neodymium Dynamic Driver + Balanced Armature)
Frequency Response | 5Hz–25,000Hz
Cable | 1.2m OFC Cable (KEVLAR® Fiber)
Housing | Titanium
Plug | 24K Gold-Plated 3.5mm Stereo Mini Plug
Remote | 3-button remote with microphone, made of titanium
Compatible Models | iPhone, iPad, iPod (all with remote support),
Other smartphones, portable music players, etc.
Accessories | Silicone rubber carrying pouch,
Flight adapter (dual plug adapter for aircraft),
DJ Jack (3.5mm standard plug conversion adapter),
Noise-isolating ear tips (Soft Seal S/M/L, Comply M)
Release Date | June 25th (Wednesday)
Price | 46,000 yen (excluding tax)

http://www.atomicfloyd.jp

JAMES STRONG
He studied industrial design at Northumbria University, a prestigious institution in the UK that also produced Apple designer Jony Ive. After working as a product designer at Philips for 10 years, he founded ATOMIC FLOYD in 2007. Sales began in 2009 at the select shop "colette" in Paris, France. In Japan, sales started at Apple Stores last summer. His manufacturing philosophy has been highly regarded, and he now has fans worldwide.