Toho

‘Rapha is a cult, but a good one,’ says Rapha’s CEO and founder Simon Mottram. ‘People aren’t buying Rapha because they want a badge that says they’re a cyclist, or a certain kind of cyclist. It is much richer and deeper than that. It’s about how much they like cycling and about who they are as a person.’

Rapha’s popularity is undeniable. The British clothing brand grew 30% last year and is on track for the same growth this year. And it has longevity on its side too. Rapha’s Classic jersey is still one of its top ten most popular products, more than 17 years since the company launched in 2004.

‘The boom in cycling over the pandemic exposed us to lots of tailwind,’ says Mottram. ‘We’re one of those lucky brands who were