Rapha, nice but a bit pricey?

Beats Pearl Izumi stuff. The merino is lovely, it feels and looks OK so you don't feel like a prick if you wander too far from your bike (pop into a restaurant).

Assos stuff beats Rapha for quality and feel. But that starts to look a little alien, so if you are going to go for a meal mid-ride... well you'll look a little more daft than you would wearing Rapha.

If riding is your thing, buy Assos. If you're going to stop and speak to people and don't want to look too lycra'd up... buy Rapha. If you can afford neither, deal with it however you can, jeans or Pearl Izumi or whatever.

cheers.