RKS Guitars Revolutionize Rock 'n' Roll Using Eastman's Tenite Cellulosics

Press release
Source: Gibss & Soell, Inc.

WASHINGTON, D.C. (Aug. 23, 2005) -- Southern California-based RKS Guitars announces today the launch of its "Pop Series" electric guitar, which employs Eastman Chemical Company's Tenite cellulosics material. Created from wood pulp, Tenite cellulosics has the manufacturing advantages of plastic with the tangible feel and unique sound of natural fibers to create innovative, sustainable design applications.

Founded by the CEO/President of the much lauded and awarded RKS Design, Ravi Sawhney and Rock and Roll Hall of Fame inductee Dave Mason, RKS' hand-built guitars reflect over five years of design innovation, development, and collaboration between the two founders. The long hours spent designing, prototyping, and redesigning have resulted in the first true revolution in electric guitar design in over 50 years: the "open architecture" guitar. The "open architecture" guitar, a revolutionary new category in the electric guitar market, can manifest itself into a virtually unlimited number of permutations tailored to different players and their personal preferences.

"The 'Pop Series' guitars are designed to appeal to both the music enthusiast and the professional musician and provide a highly desirable and unique aesthetic, in addition to world-class playability and tonality," says Ravi K. Sawhney, president and CEO, RKS Guitars. "Eastman's Tenite cellulosics, which have the inherent characteristics of wood, make up the body of the guitar and provide maximum richness and remarkable clarity. It brings together a new visual phenomenon that is complemented by organic, full-spectrum sound."

Eastman worked with RKS Guitars to address contemporary environmental concerns while maximizing the use of sustainable materials in their production. Traditionally, most guitars are made using six to eight pounds of specific "tone woods" from South and Central American rain forests per instrument. Manufactured in the U.S., the RKS guitars using Tenite cellulosics averages wood usage below two pounds, a striking 66-80 percent reduction from the norm. The wood used in the RKS comes from sources in North America.

Tenite cellulosics are versatile and durable and are noted for their excellent balance of properties, including: toughness, surface gloss, clarity, chemical resistance and warmth to the touch. The material is easily polished and handcrafted and is available in opaque or translucent colors.

"Eastman's Tenite cellulosics resonate well with designers because the material can be easily extruded and molded into a flexible material," says Gaylon White, manager, design industry programs, Eastman. "Additonally, in maintaining Eastman's tradition of environmental consciousness, Tenite cellulosics are made from 100 percent renewable softwood materials."

The RKS guitar "Pop Series" is the winner of two Silver 2005 Industrial Design Excellence Awards (IDEA), sponsored by the Industrial Designers of America (IDSA), which celebrates the year's best and most innovative designs. For more information on Tenite cellulosics, please visit The Eastman Innovation Lab Web site at www.EastmanInnovationLab.com.

About Eastman Chemical Company

Eastman manufactures and markets chemicals, fibers and plastics worldwide. It provides key differentiated coatings, adhesives and specialty plastics products; is the world's largest producer of PET polymers for packaging; and is a major supplier of cellulose acetate fibers. Eastman is leveraging its heritage of innovation and strength in polyester, acetyl and organic chemistry technologies to drive growth and meet increasing demand in four select markets: building and construction, packaging, health and electronics. Founded in 1920 and headquartered in Kingsport, Tenn., Eastman is a FORTUNE 500 company with 2004 sales of $6.6 billion and approximately 12,000 employees. For more information about Eastman and its products, visit www.eastman.com.

About RKS Guitars

RKS Guitars is dedicated to pushing the envelope of design of electric guitars. Co-founded by world-renowned industrial designer Ravi Sawhney, Rock and Roll Hall of Fame inductee Dave Mason, entrepreneur and information technology trailblazer Dale Jensen and staffed by music and design fanatics, RKS Guitars designs and develops instruments that capture the spirit of music and provide a lifetime of enjoyment as well as a sound investment. RKS Guitars are available through the RKS Dealer Network. For more information, log on to: www.rksguitars.com.

Media Contact:

For Eastman Chemical Company:
Naomi Salad/Niki Chakravarthy
Gibbs & Soell, Inc.
(212) 697-2600
nsalad@gibbs-soell.com
nchakravarthy@gibbs-soell.com