- Rapha is new to mountain biking, but not cycling
- The British apparel brand has a very strong following amongst road and gravel riders
- Its disruptive marketing and unique sense of style usually justifies very premium pricing
One of the most desirable cycling garment brands recently entered the mountain bike market.
For fashion following road and gravel riders, who appreciate quality, Rapha requires no introduction. What started as a fringe brand, providing robust and comfortable all-weather gear, has expanded into a globally recognized clothing and accessories range for all riders.
Although Rapha has served the gravel bike market for some years, it was cautious of venturing into mountain biking.
Riding trails, or rolling down steep and rocky terrain, is risky.
With mountain bikers being more given to the occasional fall, and garment tear, Rapha knew it had to bring something appropriate to the technical terrain riding market.
Taking Rapha style, to the trail network
The result was Rapha’s trail wear range, introduced last month. With a relatively conservative design – by Rapha standards – riders who expected typical Rapha fashion disruption, were mildly confused.
Rapha has now introduced a limited edition Digital Woodlands range of mountain bike jerseys and accessories, which are more typical, of its bright and bold design legacy.
Using the same quality fabrics, the Digital Woodlands range features an intricate geometric pixel graphic design.
Taking digital design, to the trail
The story goes, that Rapha’s creative team wanted to create an extension to the new mountain bike apparel range, that showed awareness of a greatly digital world.
Beyond this digital camo idea, the Digital Woodland design team also wanted to channel expectations to the appeal of a forest escape. Confused? It’s fashion. Nobody is supposed to understand.
What you can understand, is that there are three colourways, including a bright pink finish for the women’s jersey.
Fix it yourself
Best of all is that all these Digital Woodlands garments can be repaired.
Rapha includes a repair kit, with each item it ships, as part of a sustainable use strategy.
This saves you the agony of having to source matching fabric, if you snag a jersey on that low hanging branch or have a low-speed tumble.