Rapha, nice but a bit pricey?

Met these guys on a train a few months back: http://www.ashmei.com/
Apparently they're going to start a cycling line which is going to 'piss all over rapha', allegedly higher quality AND a higher price (they were quite proud of this bit).

Yep. Quality looking gear, but just a Rapha copy for running really, homepage and signature stripe is not dissimilar to waffa at all. Two sports aren't that similar, don't see people running round in 12 grand of running shoes, so probably gonna seem more expensive compared to the rest of your running kit. They'll need to lock down the high end running gear market before they spread themselves thinly into cycling. Finally, when they branch into cycling, they'll need enough capital to support 'grass roots' and pro cycling like Rapha and to get a high street/boutique/coffee shop presence not web only, this will make them feel local, like a local bike shop. And that is a fuck of a lot of jerseys to shift to get to there, so yeah, they may eventually out-Rapha Rapha, but not before 2023 xx