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@christofk
I don't know, I was wondering if the Rapha audience (that rides road bikes, I'm not talking about urban/commuting/transportation/leisure cycling) prefers to see people riding without a helmet.
When I see someone with no helmet on a mountain road my feeling is usually that he's not really knowing what he does. I agree it is certainly as stupid and arbitrary as thinking "What a badass". So I was wondering about why they do it, if it was viewed as more glamorous by the Rapha customers. AndyP's explanation about their product range is simpler though.