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Yeah I just saw the email actually (had only seen it on Instagram before) and you would think it was a Rapha thing the way it's presented. I don't really want to get into critiquing the actual hashtag though because I'm not a woman and there be dragons ;)
Fox
mashton
Perhaps re-phrasing the tag line might have made this a bit clearer. As is it just sounds weirdly patronising, and yes-a bit of a joke...