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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.
chez_jay
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