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Prices are 'justified' by him being high fashion.
That and I'd imagine them being fairly low-run high-margin stuff where to re-coup design / dev costs they need a hefty pricetag. The amount they shift will make Rapha's volumes look like a supermarkets in comparison.
OK had a look. Prices lower than I expected assuming its technical stuff and it works - even if the design is a bit...eh. But then again I've been looking at this lot and other super pricey US MTB wear quite a bit over the last few days.
Edit: OK the jackets are stupid pricey
Howard
Prices are 'justified' by him being high fashion. It's not for the likes of you and me, it's for the likes of people who wear PS smiths on a daily basis.