Bike porn

Got to be a dissertation based on their marketing/branding though- it's amazingly good.

Creating an entire "heritage brand" from as standing start is impressive, and I always think their bikes look great, even though I know the starting point.

I think their designer has a lot of talent, regardless of anything else.

Not to weigh in on this, but they haven't created a heritage brand from a standing start.

They used the 'Rapha' model of taking a product pioneered by others (smartwool / open mould frames), adding heritage leveraged from cycling history and packaging it with strong sense of identity (Rapha: suffering/beauty of pain , Ritte: hard as fuck Flandrian), some gloss and a premium price tag. It's very smart marketing (not as smart as Rapha, but hey..) - but the design isn't particularly mind blowing.