The difference between Rapha’s product offering and its main competitors is quite easy to define.
Specialists companies such as Swiss-based Assos produce clothing that is related closely to that used by the professional peleton (the French term for the main bunch of cyclists in a road race). This clothing uses bright colours, complex patterns that mirror the musculature of the athlete and slippery synthetic fabric.
By contrast, Rapha’s products have a much more understated appearance, with muted pastel and monochrome designs, simple lettering and styling influenced by the clothes of the great cycle racers of the 1940s, 50s and 60s.
Scheybeler is keen to point out the company’s products are not simply facsimiles of historic riding equipment, however.
‘We have chosen a look for Rapha equipment that we hope is timeless. We made the decision not to use some of the techniques that are available in modern sports clothing manufacture to, such as elaborately curved seams or complex printing. Instead, we are looking for simpler patterns and stronger graphics.’
Rapha products are certainly not old-fashioned in construction: the company makes extensive use of extremely modern fabrics, with sophisticated membranes laminated to soft, natural-feeling outer layers, and the garments exhibit dozens of detailed design touches. Some of these are inspired by the owners’ own riding experience: such as rubber grips on the collars of jerseys that allow them to be held with the teeth to aid one-handed zip adjustment. Others reflect the needs of the modern-day cyclist: buttonholes through which the cable of an MP3 player can be passed, for example.
Everywhere, the brand’s association with the passion and drama of cycle racing is reinforced. In addition to content information and care instructions, garment labels carry miniature stories about great moments in cycle racing history. Visitors to the brand’s website are offered recommended reading as well as information on products.
