Photos by John Watson.
For the launch of our Limited Edition Desert Sage Collection, we wanted to showcase the finish on a bike that felt equally thoughtful, distinctive, and special. Enter John Watson’s custom Significant Other.
Built around a custom frame from Significant Other, the bike was finished to complement our Desert Sage Hubs, creating a remarkably cohesive build from the frame to the smallest details. Big shout out to Ashley and Josh from Brindle Customs on the fabulous finishing of the bike.
Desert Sage, Meet Significant Other
The idea behind Desert Sage came from the places we love to ride—dusty roads, sagebrush, granite peaks, and the rugged beauty of the Eastern Sierra. It’s an understated color with plenty of character, and we knew it would pair beautifully with a custom bike.
The Significant Other provided the perfect canvas.
It’s subtle. It’s intentional. And, frankly, it’s pretty damn good-looking.
The Details
From the Desert Sage hubs and T30 Titanium crankset to the polished silver headset and finishing components, the matching Cerakote on the coil shock and rear triangle create a visual thread that ties the entire bike together, kinda like the rug and room in the Big Lebowski.
The Builder
And we have to give a huge shoutout to Ashley from Significant Other, who is just plain awesome. She brings so much creativity, personality, and good energy to everything she does.
She was a huge part of bringing the vision for this build together, and we’re pretty stoked with how it all came to life. Ashley also won 3rd for People’s Choice at MADE. Not surprising at all.
Built to Be Ridden
Of course, looking good is only part of the equation.
Every (not the T30 cranks) White Industries component on the Significant Other build is precision-machined and assembled in Petaluma, California, carrying the same focus on performance, serviceability, and longevity as our standard finishes. All made under one roof.
The Desert Sage Cerakote adds an exclusive look while maintaining the durability needed for real-world riding.
Because the goal was never to build a bike that simply looks good sitting in a booth.
It’s a bike meant to get dirty. Side note, John had the bike built two weeks before the show and he was so kind to keep it show clean and not ride it. What a rad guy to hold out from playing with your new bike! Thanks buddy!
A Desert Sage Showpiece
We brought John Watson’s Significant Other build to MADE as part of the Desert Sage launch, and it quickly became one of those bikes people stopped to admire.
It’s the kind of build that rewards a closer look. The longer you stare, the more details you find—and that’s exactly what we love about it.
The frame. The finish. The components. The little touches.
Everything has a purpose.
Limited Edition, Made to Order
The Desert Sage Collection is available as a limited production run until September 18th, with components made to order.
Inspired by the Eastern Sierra and brought to life through White Industries’ precision manufacturing in Petaluma, Desert Sage was created for riders who want something a little different without losing the performance and craftsmanship they expect.
John Watson’s Significant Other build shows just how good that combination can look. Sheesh!
