Tørm (Torm Cycling). Nice, and not pricey

Rapha was a junior cycle racing team in the 1960s, designed to prepare young cyclists for a career in the professional team sponsored by the St. Raphael drink brand.

‘We broke all the rules when we chose the name,’ says Mottram. ‘When I was in branding I would advise my clients never to use a name that somebody else owns and never to use a name where you can’t get the dot com web address. In the end, we did both. We had to buy the brand name, but it works so well visually and with the brand values that nothing else would do.’

It's a bit unkind mocking Rapha for aping Raphael when they did it right. It's also a bit nobbish of Scheybeler to criticise Torm in a petulant Tweet. Making fitted jerseys with back pockets and sporting strips isn't particularly new, and the details like the zip cover are very visible on all manor of other products. Those baby sleeping bags have had them for years, for instance.

Still - never get in the way of the internet producing a Torm in a Teacup.