Ads from the Past: TEY True-Flex Skis

Seth Masia

Seth Masia

First Successful Aluminum Skis

In its second year of production, TEY Manufacturing ran its one and only full-page ad in SKI magazine (November 1, 1948) to pitch its True-Flex aluminum ski and True-Hold binding. Short-lived in North America, the ski became a huge success in France, where it was made and sold as the Aluflex—a precursor of Dynastar. The True-Hold binding wouldn’t release upward at the heel but did provide lateral release at the toe, and the whole thing could slide fore and aft by 2 ½ inches (10cm) for performance tuning, anticipating the ESS and Atomic bindings of the 1980s. Howard Head’s new aluminum ski wouldn’t get a mention in SKI until November 1952, and Head ran his first big ad in November 1953, with a list of 120 U.S. dealers. 

Coming Up In Future Issues

  • On Course: Dan Mooney explores the winding history of pro racing.
  • Resorts Then & Now: Andermatt-Sedrun, Switzerland
  • Safety First?: Jackson Hogen investigates the evolution of binding standards.

PLUS

  • Where Are They Now? Charlie Locke
  • In Focus: Howard Head photo essay