Projekt 1919 Is the Latest Component Brand to Offer High End Square Taper Cranks

Projekt 1919 has emerged as the latest brand to offer high-end square taper cranks, marking a significant development in the cycling component market. The brand is a consumer-facing division launched through a partnership between Will Talbott, co-founder of 5DEV, and German precision drivetrain manufacturer THUN. Founded in 1919, THUN has long operated as an OEM supplier, specialising in bottom bracket systems and drivetrain components, but has now chosen to engage directly with cyclists via the new 1919 Components brand. The launch was unveiled at this year’s Sea Otter Classic, where Projekt 1919 introduced a limited edition run of 50 square taper cranks featuring an 8-bolt, 165mm design paired with a 42-tooth chainring. These components are CNC-machined, reflecting THUN’s century-old expertise in precision engineering, and are intended to deliver high performance and durability across a variety of cycling disciplines including road, gravel, e-bike, eMTB, and mountain biking. The limited production approach underscores the brand’s focus on exclusivity and quality rather than mass-market availability. Projekt 1919 represents THUN’s strategic shift from being a behind-the-scenes OEM to a direct-to-consumer brand, leveraging its long-established manufacturing foundation to build credibility and trust among riders. The company’s move aims to provide cyclists with access to meticulously engineered parts that benefit from decades of industry experience. Although pricing details have yet to be announced, the components are expected to become available in late spring, with interested cyclists able to join a waiting list via the brand’s dedicated website. This launch reflects broader trends in the cycling industry where heritage manufacturers are increasingly seeking to capitalise on their expertise by offering premium, niche products directly to consumers. The focus on square taper cranks—a design that has become less common in recent years—also highlights a renewed interest in classic yet high-quality components that appeal to enthusiasts and those seeking durable, performance-oriented parts. Projekt 1919’s entry into the market may well influence other OEMs to consider similar direct engagement strategies.