I built a set 25+ years ago and remember it being the hardest hub to work with. Getting the spokes to seat in the flanges was really tricky. Take your time with the build.
They are HED rims that are painted fibreglass instead of carbon fibre with LX hubs. Much cheaper but may still have value to someone going for the look without caring what they really are.
They were a house brand for a bike shop in Toronto, Ontario called Silent Sports. They were nice bikes and really good value.
I always suspected they produced these bikes in part to get OEM pricing on components to sell aftermarket.