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  • It's not about trying to find a smart way of making some margin.

    I wish I'd archived that ancient Design Week (?) article where the founders said quite clearly (and I paraphrase):

    We realised there was a customer base who bought Gucci/Prada etc leisurewear, but there was no nowhere for people to spend anything like as much on cycling clothing, apart from that awful Euro Assos stuff.

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