That article said:However, it was in 2007 that sales "really started to motor", as cycling suddenly started to become fashionable in the UK.
BBC said:More than 550 people were mugged for their bicycles in London in the past year
Not really about cycling, everything about fashion brand marketing.
When a cyclist approaches, it's not very easy to see whether he's riding Dura-Ace. Easier to see whether he's wearing Rapha. Which might suggest an increased probability of Dura-Ace. So if I were a London bike-jacker, I'd be rather interested in Rapha; and if I were a London bike-rider, I'd be particularly uninterested in Rapha.
The design and branding is clever but is very 'Marmite' - I personally like it but know many that hate it (the comment about them knowing their audience very well is particularly astute).
my own attempts at creating a riding subculture of black magic, crows, Dickensian bleakness, Greek mythological tragedy, intergalactic witchcraft and dark poetry, despite being 100% original and never done before ever, was met with entire indifference, so I withdrew it and now keep all that to myself. Suppose these things are more attractive when they are already popular and aspirational..
Once you go Rapha, there ain't no going backa?
First pair of Rapha bibs instantly made all previous stuff trash.
It's true the whole Rapha thing is kind of gay and contrived, and I feel like an unoriginal poser clone a bit from a style perspective, but it all goes together and it works to keep me comfortable
Does this make any sense?
No homophobic slurs please.
the black and white suffering photos, full sleeve tattoos, espresso drinking, po-facedness of those who do all this without any sense of humour
Was going to say but didn't.
The description of anything as 'gay' when you basically mean 'a bit shit' should be left to when you were at school and it was weirdly okay (presuming you were a child of the 80's/90's like me and, for example, saying 'skill' when someone stood in a dog shit was common practice).