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@StandardPractice
OK, finally, an actually interesting discussion about this instead of the usual quips and polarised opinions.
Velocio and DJ, for what it's worth I absolutely agree about value. I have Rapha socks, a jacket, a cap, a merino baselayer and a neck gator, and all have proven to be absolutely wonderful in use. This value, combined with a sexy brand appeal, equates to what people are prepared to pay and in turn informs the prices.
However, there can be little doubt that they fully and rightfully capitalise on this fact. Perhaps if there were other brands offering realistic alternatives and competition, the prices would come down to a slightly less ostentatious level. If anything Rapha proves that the market is absolutely wide open.
I have no knowledge of Superdry, other than knowing the name.