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@SimonC
Well I'll join in here, but I'm going to give Assos a kicking. I brought a 'Gator' jacket recently - nigh on £200 at retail. When it arrived, it was basically a track suit top - some nasty semi-shiny 80s material lined with fleece. It went straight back because not only would I be ashamed to have been seen wearing it, but there was no way it was worth £180.
For this reason, I can understand wby Rapha does well. Technical cycling kit with some style. I'd never pay retail for it, but I'll be standing in the line when they have a sale.