Brand Documentary Magazine

Magazine B No.84 RAPHA   

■ About the Publication

Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.

■ About the Issue

Welcome to the 84th issue of B.

I respect people who train their bodies and take on physical challenges. And that’s precisely why I admire athletes. To date, I have not successfully achieved any physical fitness goals, and I feel like I’m only half alive because physical fitness is crucial for a balanced life. While it’s true that work and hobbies also bring a sense of achievement, it seems to me that they are not as intrinsically valuable or satisfying as overcoming physical limitations.

Another reason why I hold professional athletics in high esteem is that all participants play by the clear rules. These rules separate the victors from the losers, and they leave behind clear records. For years on end, professional athletes push themselves within the confines of these rules day after day—the same way many religiously check their email inboxes first thing in the morning. Accepting the results and ramping up for the next competition is, arguably, as valuable as training our bodies.

It was with this same respect for sportsmanship that Simon Mottram launched Rapha, a cyclewear brand. Indeed, during his interview with B, he put more focus on cyclists who move their bodies, train hard, and compete while supporting their fellow challengers than explaining his branding strategies or promoting the excellent functionality and beautiful design of his products. An avid cycling fan who tracks the Tour de France every year without fail, Mottram simply wanted to share his passion with more people. And so it goes that, 16 years ago, he started Rapha with the mission of making cycling the most popular sport in the world. That mission statement remains unchanged. But passion alone is not enough to lead a business to success. Mottram was a cycling enthusiast, but he was also a highly selective consumer. He describes his past self as a consumer who was continually disappointed by gaudy cycling fashion before Rapha. In other words, his ability to balance passion with critical acumen was key to success.

Rapha produced sophisticated apparel for cycling that had never existed before. The brand also broke ground with a new model for retail stores and communities that made cycling culture more accessible, defying stereotypes about the sport’s perceived exclusivity. People with no prior interest in cycling become enthusiasts after discovering Rapha. Beyond the casual consumer, though, Rapha has managed to establish itself as a highly reputed brand among professional cyclists and cycling experts. Indeed, active endorsement by this demanding demographic signified the brand’s arrival as the crème de la crème in the cycling world. Now, at the top of the brand pile, Rapha attracts everyone from consumers who see bicycles as a hobby or fashion statement to those who use them to set new records.

Rapha built this solid reputation thanks to Mottram’s deep respect for sports and keen insight as he prepared to launch the brand, the founder thoroughly explored every angle of cycling history, showcasing designs representing the golden days of cycling and working tirelessly to produce quality media on cycling culture for the general public. No one had attempted this before him. Just as contemporary film directors tip their hats to cinematic masterpieces in new creations, Rapha pays homage to cycling heritage. It makes me appreciate once again that nothing awakens subdued senses more than genuine, profound respect. If what we’re doing feels unoriginal or uninspiring, that means it’s time to ask ourselves if we’ve spent enough time musing over all that came before us.

Eunsung Park

Content & Editorial Director

■ Table of contents

02 INTRO

08 EDITOR'S LETTER

12 BICYCLE COMMUTING

Commuting with Rapha employees whose lives revolve around bikes

16 LONDON BY BIKE

Four shops rich in cycling culture and cyclist solidarity

26 OPINION: ALEX VALDMAN

Alex Valdman, former Creative Director of Rapha for product design

32 AT THE ATELIER

The innovative spirit and passion of the R&D Team and Product Team as seen at the atelier

42 COLLECTION

Beautiful, quality clothing for cycling culture enthusiasts

50 STORY LABEL

Labels revealing fascinating insights into cycling history and culture

54 OPINION: FRANÇOIS CONVERCEY

François Convercey, Chief Marketing Officer of Rapha for global marketing

60 THE CYCLING CLUB

Rapha Clubhouses and the Rapha Cycling Club embody brand and cycling values

72 LOOKS

How the attire of Rapha employees aligns with their lifestyles

78 COMMUNITY

What cycling means to Rapha Cycling Club members

90 HERNE HILL VELODROME

Bringing life to one of the oldest cycling tracks that is at the heart of British cycling culture

94 CREWS

Rapha-sponsored professional cycling teams and their momentous stories

100 INTERVIEW: SIMON MOTTRAM

Founder and CEO Simon Mottram talks about the history of cycling and Rapha’s brand mission

108 REFLECTION

The history of cycling reflected in Rapha jerseys

114 BRAND STORY

Rapha helms a new path for cycling clothing with its own vocabulary

124 MISSION

Strategies and policies that reflect Rapha’s goal to grow the overall bike market

126 MESSENGER

Rapha’s Creative Team delivers the spirit of cycling through visual narratives

130 STORYTELLING

Collaborators celebrate Rapha in images and videos

136 CYCLE TALK

A podcast dedicated to cycling presents the latest industry buzz

140 DIGEST

Figures that shed light on the cycling industry and five bike-friendly cities

144 ROADMAP

Cycling routes in London, Amsterdam, Seoul, and Tokyo

148 OUTRO

■ Content Images

P 4 – Photo of Cyclist

P 32 – Bicycle Commuting

P 26 – Opinion: Alex Valdman

P 32 - At the Atelier

P 42 - Collection

P 78 - Community

P 90 - Herne Hill Velodrome

P 100 - Interview: Simon Mottram

P 108 - Reflection

P 130 – Storytelling