Rapha has launched its 20th anniversary campaign, ‘Past Forward’, which is positioned as… ‘a global celebration of Rapha’s origins and evolution, and a beacon for the brand’s creative continuum.’
A release from the cycling apparel brand added that… ‘Past Forward’ is about Rapha’s unique story, how the company has and always will be a definitive marque in cycling.’
Rapha kicked off the launch with EF Education-EasyPost and EF Education-Cannondale at the Tour of Flanders with the unveiling of a special edition EF Pro Cycling switch out kit. This monochrome collection pays homage to the brand’s founding modernist aesthetic. Rapha adds that it is… ‘the first checkpoint in a year-long showcase of Rapha’s legacy and how the past informs the brand’s forward momentum.
‘The EF Pro Cycling switch out for Flanders is about celebrating Rapha’s provenance and applying it to modern day racing apparel. With a name and logo harking back to the golden era of cycling in the 1960s, Rapha has always used the sport’s traditional vernacular to create timeless products with performance and style.
‘The classic design, constructed with modern materials for optimal WorldTour performance, pays tribute to the jerseys of the past, where all partners were represented by a single typeface on a rider’s jersey, adding an authentic touch to the kit.’
Rapha has launched a limited edition Flandrien collection, inspired by the team kit design. The collection features: Men’s & Women’s Men’s Flandrien Classic Long Sleeve Jersey, Men’s Flandrien Classic Bib Shorts, Flandrien Unisex Classic Quarter Zip Knit and Flandrien Merino Socks
The Flandrien Collection is the first of five collector’s edition product launches for Rapha 20. The celebrations throughout this season will culminate in a show in London in September, paying homage to the original ‘Kings of Pain’ exhibition which Rapha originally launched with in 2004.
‘The 2024 exhibition will take a fresh, forward looking approach to cycling, envisioning the future of the sport and the development of its culture.’
