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titof
snoops
A lot of what PNS are or aspire to be is basically "Rapha 10 years ago". A lot of their ambassadors are ex-Rapha. A lot of the regulars on their rides are ex-RCC. Their doing a January 500 of sorts. They have a mobile cycle club. etc etc. It's well executed, but not very original.
They're obviously very popular here in their hometown and a lot of their customers moved on (up?) when the plebs / recreational riders started to wear Rapha. The irony is for a brand owned by a fashion designer their loyal customers pretty much wear a uniform (block colour jersey, white sock, white S-Works shoes, Prizm road Oakley etc. And half of them ride S-Works Tarmac or their Cannondale collab. You should see their club ride. It's about status but in a very let's not stick out too much Danish way.
Can't deny the commercial success though. Here at least.