The wheels on Romelman's bike *look* to me like the carbon ones from Light-Bicycle. They offer custom graphics at no/low cost. Like 'em or hate 'em, the Chinese make very high quality rims that are stupid low cost. I have two co-workers who have bought a total of 4 sets and swear by them. I almost bought a set for my V build, but went low-weight instead of aero from local builder Industry Nine. http://www.light-bicycle.com/carbon-road-bike/carbon-road-bike-wheels
My rear I-9 Ultralight CX wheel; tubeless, disc, no rim track, 1350 grams F&R total.