If you want someone to thank (or blame!) for the proliferation of “component” audio and video cables, look to Tommy Jenving, head honcho of Jenving Technology.

In 1976 this bona fide pioneer was able – objectively and subjectively – for the first time to demonstrate the superiority of well-manufactured, larger-gauge cables with the world’s first “audiophile” speaker wire, the Supra 2.5. Since its introduction, Jenving has naturally developed even higher-grade cables, as well as those for video and computer use. Moreover, Jenving has also innovated the nylon screen, the Swift connector, stretch-proof multi-core cable, and the Ply conductor.

Unlike many of their competitors – which are merely bulk cable from Asia, sometimes with high-falutin’ connectors (of questionable performance value) soldered on – all Supra products are 100% made in the Jenving Technology factory in the picturesque seaside town of Ljungskile, Sweden - by folks who have universal health care, a squeaky-clean environment, and a military that hasn’t gone to war in over 200 years. All solders meet Swedish military-grade standards (in other words, they rise virtually to the level of industrial art).

So how does Jenving manufacture cables in a first-world nation and sell them at made-in-Asia prices? Well, consider Supra’s virtual zero-inductance speaker cables. (Inductors are used in speaker crossovers to filter out high frequencies; inductance in cables will do the same thing, robbing cymbals, high-hats, chimes, etc., of their sheen.) By using an inexpensive, thin tin shield around the cables’ OFC copper, inductance is virtually eliminated – as is “skin effect” (please consult www.jenving.se for an excellent and brief technical explanation of this deleterious effect). Jenving has patented this tin-shielding technology world-wide – assuring that Supra makes the only affordable low-inductance cable on the planet.

Or consider this: Jenving Technology is one of the world’s largest cable manufacturers – yet they do it with a total staff of only fifteen, having designed, built, and implemented proprietary machines that eliminate virtually all manual labor associated with cable manufacturing! Their flagship Sword Litz cable, for example, doesn’t require many tedious hours of an Asian worker’s time to twist into a helix shape (thus canceling out magnetic fields): twelve strands clockwise, twelve counter-clockwise. Two proprietary Jenving machines face each other, one handling the clockwise twist, the other the counter-clockwise, programmed to change direction of twist with absolute precision. Elimination of most labor cost makes for the most affordable Litz wire available – by far.

Is this the world’s coolest cable company, or what?

Despite their stratospherically high price/performance ratio, Supra Cables will not be for everyone. If one is attempting to compensate for one’s speakers and/or electronics by using oppositely-colored cables (e.g., using “bright” cables in an otherwise “dark” system), the Supras won’t do the trick. Following the Prime Directive of Scandinavian audio and A/V, they’re dead-neutral: what goes in is what comes out the other end. And that includes, as with other Swedish gear, an accurate dose of deep bass, light-speed transients, and dynamic “punch” and “slam.”

And take note, custom installers: the bendable Ply cables are blissfully easy with which to work, especially in those tight, in-wall situations.

For the videophile, the Supras will deliver tittilatingly crisp, color-accurate images; the computer cables are rugged enough to withstand the most extreme hairy-knuckled, mouth-breathing hackers and gamers.

Bottom line: DON’T PAY THOUSANDS FOR CABLES! The “No Nonsense,” superbly-made Supras will do an equal or better job - at a fraction of the price.

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U.S. distributors of GURU loudspeakers, Supra Cables, Holographic Audio electronics, and Moserobie Jazz CDs - all from Sweden
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