Bike porn

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.

I disagree, I think the bikes look really good- head and shoulders above a lot of others.