Zipp says its 404 S wheels were designed from the ground up to provide road cyclists with top-level performance at a more affordable price point. Weve seen numerous versions of Zipp 404 wheels in the past, but the brand states that the new 404 S is actually the next generation of the 303 S road wheels. With 50mm-deep carbon rims, Zipps proven 76/176 hubs, a claimed weight of 1,585 grams, and a retail price of $1,300 / 1,100 / 985, the 404 S look great and have an attractive price tag to match.Zipp 404 S DetailsZipp says the 404 S is its new all-around wheelset for road and all-road riding. According to the brand, it improves upon its predecessor, the 303 S, in numerous ways, including aerodynamics, hub performance, aesthetics, and price.The 303 S rim was 45mm, and Zipp increased that by 5mm to 50mm for the 404 S. Zipp tells us the mid-depth rim profile borrows from the World Tour-proven Firecrest rim design, providing premium level aerodynamic performance while staying shallow enough to maintain stability in crosswinds. According to the brand, the updated profile and slight increase in depth save about 2 watts versus the 303 S, and compares favorably to wheels that cost double.Like the 303 S, the 404 S has a 23mm internal rim width and a hookless bead wall, which they refer to as a Tubeless Straight Side (TSS) rim. The brand states it is recommended for use with 28-39mm tires and should only be used with hookless-compatible / TSS tires, whether youre running them tubeless or with a tube. Zipp has a complete Tire Compatibility Chart as well as a Tire Pressure Guide for those interested in diving into the specifics.The 404 S rims have front- and rear-specific spoke counts, with a 20-hole front and 24-hole rear. They are laced to the brands own 76/176 disc brake hubs with Sapim CX-Sprint spokes. Zipps hubs spin on carbon steel bearings, have 36 points of engagement for 10 pickup, and a center-lock brake rotor interface lock rings are included.The 404 S wheels are available with SRAM XDR or SRAM/Shimano Road compatible freehub bodies. Buyers can choose between flashy, pro-team-esque white decals or subtle dark grey logos. Zipp claims the complete wheelset weight is 1,585g, including valve stems and rim tape. Like all of the brands wheels, the 404 S is also covered by Zipps lifetime warranty and crash replacement policy.Zipp 404 S: SpecsRim Depth: 50mmInternal Rim Width: 23mmRecommended Tire Widths: 28-39mmMax. Tire Pressure: 73 psi / 5.0 barHubs: Zipp 76/176, 36 POEFreehub Options: SRAM XDR, SRAM/Shimano RoadSpokes: Sapin CX-SprintMax. System Weight: 253 lbs. / 115 kgWeight: 1,585gDecals: White or Dark GreyZipp 404 S: Pricing and AvailabilityZipps new 404 S wheels are priced competitively, with front wheels retailing for $630 / 530 / 475 and rear wheels for $670 / 570 / 510. That puts complete wheelset prices at $1,300 / 1,100 / 985.sram.com/zippThe post Zipps New 404 S are Mid-Depth, Hookless Carbon Road Wheels with an Attractive Price Tag appeared first on Bikerumor.