Copie-paste is not necessarily stealing. But perhaps usurp… Or reinvent it by using the marketing artifice now in use in the cycle universe as elsewhere.
In this context which mixes history and business, the neo-clothing brand Rapha has been calling out since 2004, the year of its founding and its entry into the market.
Coming out of nowhere, without any productive capacity, dreamed more than imagined, this British company has become the new aesthetic benchmark in the field, in dusty weather, of cycling clothing.
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