Extraordinary. Daniel, Carey... well done.

looks good.

Really Enjoy this video!

excellent.

Amazing!

inspiring stuff, really makes me want to go out cycling!

Absolutely stunning! This is such a great video. Makes me want to go ride for hours.

Love the stylish video BUT... I doubt it will help sell any $45 t shirts or $40 cycling caps. The tattooed bearded cyclists I know aren't paying $245 for bib shorts...

I think what Rapha has done is an amazing job at showcasing cycling and cycling garments in your not so standard, typical way. Although Important, Cycling is not limited to criteriums, time trials, and race teams. I think if cycling wasn't about close friends challenging eachother, waking up early before the sun rises or the vast unexplored scenery most of us would just stay indoors on a trainer. I like Rapha's clothing and prefer the style of cycling that Rapha has represented because it also represents my own definition of cycling, clothing and lifestyle. If your tattooed bearded cyclists aren't paying $245.00 for bibshorts thats fine. Maybe Rapha isn't for them.

I agree with you on all points. My point you seemed to have missed. The young urban tatooed white kids (me)that this is being marketed to, can't afford to pay $245 for bib shorts and even if they could wouldn't because that's just f*ing stupid.

Great stylistic clothing, perfect marketing strategy, horrible price. They can join Sailor Jerry when filing for bankruptcy because there are not enough rich a*holes out there who will support this company.

Too bad too because this film is awesome. It's more attributed to the director though.

The style and quality Rapha has I think is second to none. As far as pricing goes in a time when resources are very lean I can understand. I also understand that not any other company makes what they make, nor have represented/supported what they have. I don't think that they are purposely marketing to young urban tattooed white kids at all. If any, its plain coincidence that these people are attracted to Rapha and I would imagine that its because they aren't some large corporate company selling thier items at a local sporting goods store and so on.

"I don't think that they are purposely marketing to young urban tattooed white kids at all. "

Really?!? Have you watched all of these videos? The only people in it are young white tatooed urban kids in the 20-35 year old range. This whole TOC series has nothing but gratuitous shots of bare chested tatoos. It's not coincidence. It's purposely put there to attract this market. I just find it strange because that type of person isn't going to spend that kind of money.

If they want to sell over-priced boutique clothing they should market themselves to the indiviuals with that kind of money. Take a lesson from Castelli and Assos.

Trust me, this company won't be around in a few years if they keep up this marketing strategy. It's a shame too because I like their clothes even if i'll never wear them.

While stylistic and fancifully edited, these video clips lack the meat, something to chew on that would elevate it beyond the superficial cool-factor. These "Rapha" riders are real people with real lives who are passionate about cycling, whether they are wearing Rapha apparel or not is immaterial. Why not make the videos more about chronicling their travails and challenges and occasional joys that they derive through this experience? These shorts feel more like trailers to more interesting and fulfilling stories buried beneath. There's nothing deeply satisfying about watching yet another competent but hollow exercise in visual gloss.

There is maybe two persons/riders with tattoos and thats just chance in the TOC. I still wouldn't consider them to market to that type of persons on purpose. Just because you have tattoos and are into cycling doesn't mean you're an " Urban White Kid". I have tattoos, I am white and I am under 35 years old and I would NEVER classify or would appreciate being classified as an " Urban Tattoed White Kid". If the video's they have made start to show fixed gears and barspins, then maybe you can justly consider that they are marketing to that specific group. Otherwise I don't know too many"Ubran Tattooed White Kids" that would have a frame custom built by Ira Ryan, Independent Fabrication or Sycip Cycles. Most of them most likely don't even recognize who those framebuilders are. I hope that Rapha puts together a documentary and a photo journal of the TOC and other rides to buy or as a collectors piece. The persons respsonsible for these videos has amazing talent. And for the record, last night I made a purchase from the Rapha website.

Joey,
Thank you for being inspired by the videos and appreciating the talents of Dave and our team of riders. Jeremy and Dan are pretty inked, no doubt, but as we all learned long ago- it's not good to judge a book by it's cover. Superlative is correct too that these guys surely represent a healthy section of our clients, the designers, artists, journalists, etc. that are finding their own to their own success- and who still appreciate the finer luxuries that our apparel brings. Of course we have a sizeable number of customers that are otherwise not tattooed-- doctors, lawyers, designers, artists, etc. Still, they share a common love for Rapha. As do I. Give me a call in few years and we'll see how it's going. Hopefully in the meantime you'll pick something up and see for yourself. - Slate

I hope you're right.

yes rapha is something that is way out of my price range. you reckon it costs a lot in US or EUR - try converting those digits to .AU and see how it feels!

i wish i had a zillion dollars. if i did i would be fully kitted out with rapha but unfortunately i don't. i have mouths to feed at home, kids, pets, wife and my own along with a mortgage and hey, i have a little bit of a bike fetish as well.

for me though, i will save as much money as i can and that day will come when i can afford to purchase just one rapha item i will & then wear it with pride.

yes rapha is expensive and no... it isn't accessible for everyone. i guess that could be part of the reason i love it so much.

ps. i am a designer/art director with no tatoos

pps. i too was itching to go for a ride after watching these videos.
props to all, riders, director, cinematographer and the editor.

more please
thank you!

during last week i always had a "shot" of one of the rapha t.d.c. movie before my ride ..... now i'm hooked! ... i want more!

Dave, what's the music? This is probably my favorite in the series, however, they are all really well done. Bellissimo!

the music is pretty cool from this one. wouldn't mind knowing who it is!

Dave, please let us know who the music is by. It's stumped Shazam. P.S. Love your work.

Great shit.

the music is 'the marionette' by tristeza from the album 'spine and sensory'

Loving the debate between Superlativeconspiracy and Joey... Rapha cloting is quite dear, it is true, but the quality is so far above any other cycling gear available, the cost makes sense. A $195 jersey seems like a lot, but compare it to a regular $100 jersey which is mass-produced and doesn't have the attention to detail, style, fabric quality or cut of a Rapha jersey. I'd rather have one Rapha jersey than five regular jerseys.

But I wear Assos bib shorts, because they are truly awesome.