Dave explains the philosophy behind the Gen 2 STAGE guitar line, addressing how he manages to deliver quality instruments at an accessible price point.

The Design Philosophy

The core question Dave tackles is straightforward: how can excellent guitars be produced affordably? His answer involves strategic decisions across multiple components.

Neck Construction

The neck represents the most time-intensive component, typically requiring 2–3 days of labour per instrument. Rather than purchasing pre-made aftermarket necks, Dave partnered directly with a factory to manufacture necks to his exact specifications. Once received, he still performs finishing work including fretboard edge rounding and complete fret levelling to meet his standards.

Hardware Selection

While his Custom range features premium branded hardware from manufacturers like ABM and Gotoh, the STAGE line uses carefully selected mid-range components that maintain durability without the premium cost. He also designed a new top-loading control cavity cover that streamlines installation and enables bulk manufacturing.

Pickups

Generation 1 used Iron Gear pickups; Generation 2 features custom pickups developed with Leigh of Green Pickups—a budget-conscious version of his A-Line design that maintains sonic quality while reducing costs through imported components.

Body Construction

The lightweight Okoumé body eliminates decorative carving, reducing production time while creating a clean aesthetic Dave finds appealing.

Availability

The initial guitars launched at 8am UK time on Friday, August 9th, with priority access for mailing list subscribers.