Those soulful Walmart siblings behind the cycling brand Rapha would like to wish you a pouty, hipster, cool kid holiday season and remind you to get out on your bikes and ride 500 km between Christmas and New Years Day. Because the brand is all about “camaraderie and community, motivation and mistakes, and moments of personal effort.” But don’t smile. No. Never smile. No one looks cool showing emotion. And cycling is all about being cool.
And if you can ride 500 km wearing their latest, overpriced oeuvre of black and semi-black clothing, please do. Remember to share all your outings on your socials with the hashtag #buymorerapha.
