Rapha, nice but a bit pricey?

But, crucially, it's also very comfortable and well made.

and

They make cycling gear that doesn't make you look like a novelty condom.

...are my reasons. If I had more money, I'd buy more and at RRP.

A bit harsh, but good point.

Marketing guff is marketing guff. Look at Gillette ads. Or more to the point every wanky ad that includes football. Not buying something because it plays off the 'values' of riding a bike, sounds just as nuts to me as buying something because it embodies those 'values'.

I can understand buying stuff to give you status. I can understand not buying something because you think their customers are tossers. But because it's misappropriated a set of values....??????

What cycle clothing brands do you buy instead? http://www.swrve.us/ ? no brand values or 'life style choices' there right. Asoss? Yep, they're all about just displaying the product.