Call me a Doubting Thomas but until I actually see something perform how it is said to perform I simply don’t believe it. Years of watching television commercials and reading print ads brings out the skeptic in me. Sure, marketing gurus call it creativity, but I call it hype and bullshit.
In comes Rapha. A brand that makes beautiful cycling clothing, produces a stunning magazine and has crafted a high-end yet stylish image unparalleled in cycling marketing. But is it all just hype? Does Rapha justify their high prices based solely on the image they’ve created and pump out the same ho-hum quality we’re all used to?
The above image of from the Rapha 50/50 test where they assembled a pair of jeans, half of their specially crafted demin and half of the benchmark cotton twill used for most denim trousers. The 50/50 jeans were then given to a cycle messenger and worn for nearly 2,900 km or riding and washed 20 times. The benchmark cotton side looks like most of the jeans in my dresser. Faded and unpresentable.
Well-played, Rapha… well-played.
Learn more about Rapha Jeans and the 50/50 test here.