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Attitude Fade


  • New eco-friendly TPU production process
  • New digital printing process to integrate ice crack patterns
  • Color shade tones that empower the legacy of bar tape and the new frame generation with fading colors
  • The Attitude production stage reduces the utilization of chemical solvents and carbon particulate
  • Leather touch feeling TPU
  • Improved damping support for maximum hand comfort
  • Road vibration and shock softener
  • Easy cleaning and wrapping operations
  • Available with black end-plug push-type

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The new Attitude Fade takes its roots from the current successful Attitude range.
The Attitude family represents the new Guee challenge to offer cycling performance bonded to a green and low-carbon production process. In fact, the Attitude Fade represents the perfect fusion of environmental responsibility, performance, and style.

Attitude Fade is exceptionally engineered with the listed features:

  • Eco-Friendly TPU Material: We’ve chosen eco-friendly TPU material processed through a solvent-free, low-carbon manufacturing process. Minimizes environmental impact and ensures the tape’s durability and texture, offering exceptional slip resistance and comfort.
  • EVA Foam Material: The back of the tape is equipped with shock-absorbing EVA foam material, ensuring comfort and stable control for your hands, whether on long rides or leisure activities.
  • Innovative Design, Enhanced Riding Experience: Inspired by the natural phenomenon of ice cracking, the GUEE design team has employed a new digital printing process to integrate ice crack patterns into the handlebar tape design. The tape shade tones match multi-color frame paint options, creating a sleek matching feeling.

The Attitude Fade range is designed to provide the best hand grip in any riding condition. Its sticky properties and extreme durability make it ideal for this purpose.



Polyurethane / EVA


2150mm (L) x 30mm (W) x 3mm (T)


75g/pair (excl. end plug)


Fading Blue, Fading Celeste, Fading Grey, Fading Purple, Fading Red, Fading Red Orange, Rainbow, Three Color Fade

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