Rapha does. And it loves cyclists. A passion for road racing means Rapha is more than just a product company. It is an online emporium of performance roadwear, accessories, publications and events, all celebrating the glory and suffering of road riding. In fact, they love it so much – in an almost masochistic way – that the first Rapha collection was launched in July 2004, at a month-long Rapha exhibition of cycling memorabilia and events called ‘Kings of Pain’. Not your standard clothing launch.

Rapha has recognised that cyclists want performance, and they want their dedication to performance to be writ large. But that doesn’t have to mean a compromise on style. As a result, Rapha is taking the cyclist and cycle-fan (up)market by storm.

To showcase all aspects of the rider’s art, every quarter Rapha publishes Rouleur, quite simply the most beautiful cycling magazine in the world. Rapha publishes its own range of books and brochures and also has a growing series of films designed to inspire riders.

Rapha recognises that for many amateurs, the professional racing scene looks exciting but can prove alien and impenetrable. So they launched Rapha Condor, now the number one pro team in the UK which races throughout the world. Even better, this love is spread – anyone who loves cycling can join the Rapha Condor Club, where each member gets into elite races but is also part owner of the team itself. 

Alongside the magazine, the cycle team and events such as Smithfield Nocturne, an evening criterium and festival of cycling held every year around the historic Smithfield Market in central London (but spreading nationwide with over 10,000 cyclists), Rapha is proving that if you love ONE THING enough, that love can form the platform for the commercial drive of the business of selling clothes.

If you have any comments or suggestions please email Julie McKeen. Visit the shop in the web: Rapha