■ About the Issue Welcome to the 84th issue of B. I respect people who train their bodies and take on physical challenges. And that’s precisely why I admire athletes. To date, I have not successfully achieved any physical fitness goals, and I feel like I’m only half alive because physical fitness is crucial for a balanced life. While it’s true that work and hobbies also bring a sense of achievement, it seems to me that they are not as intrinsically valuable or satisfying as overcoming physical limitations. Another reason why I hold professional athletics in high esteem is that all participants play by the clear rules. These rules separate the victors from the losers, and they leave behind clear records. For years on end, professional athletes push themselves within the confines of these rules day after day-the same way many religiously check their email inboxes first thing in the morning. Accepting the results and ramping up for the next competition is, arguably, as valuable as training our bodies. It was with this same respect for sportsmanship that Simon Mottram launched Rapha, a cyclewear brand. Indeed, during his interview with B, he put more focus on cyclists who move their bodies, train hard, and compete while supporting their fellow challengers than explaining his branding strategies or promoting the excellent functionality and beautiful design of his products. An avid cycling fan who tracks the Tour de France every year without fail, Mottram simply wanted to share his passion with more people. And so it goes that, 16 years ago, he started Rapha with the mission of making cycling the most popular sport in the world. That mission statement remains unchanged. But passion alone is not enough to lead a business to success. Mottram was a cycling enthusiast, but he was also a highly selective consumer. He describes his past self as a consumer who was continually disappointed by gaudy cycling fashion before Rapha. In other words, his ability to balance passion with critical acumen was key to success. Rapha produced sophisticated apparel for cycling that had never existed before. The brand also broke ground with a new model for retail stores and communities that made cycling culture more accessible, defying stereotypes about the sport’s perceived exclusivity. People with no prior interest in cycling become enthusiasts after discovering Rapha. Beyond the casual consumer, though, Rapha has managed to establish itself as a highly reputed brand among professional cyclists and cycling experts. Indeed, active endorsement by this demanding demographic signified the brand’s arrival as the cr?me de la cr?me in the cycling world. Now, at the top of the brand pile, Rapha attracts everyone from consumers who see bicycles as a hobby or fashion statement to those who use them to set new records. Rapha built this solid reputation thanks to Mottram’s deep respect for sports and keen insight as he prepared to launch the brand, the founder thoroughly explored every angle of cycling history, showcasing designs representing the golden days of cycling and working tirelessly to produce quality media on cycling culture for the general public. No one had attempted this before him. Just as contemporary film directors tip their hats to cinematic masterpieces in new creations, Rapha pays homage to cycling heritage. It makes me appreciate once again that nothing awakens subdued senses more than genuine, profound respect. If what we’re doing feels unoriginal or uninspiring, that means it’s time to ask ourselves if we’ve spent enough time musing over all that came before us. Eunsung Park Content & Editorial Director

[매거진 B(Magazine B) No.84: Rapha(영문판) 목차] 02 INTRO 08 EDITOR'S LETTER 12 BICYCLE COMMUTING Commuting with Rapha employees whose lives revolve around bikes 16 LONDON BY BIKE Four shops rich in cycling culture and cyclist solidarity 26 OPINION: ALEX VALDMAN Alex Valdman, former Creative Director of Rapha for product design 32 AT THE ATELIER The innovative spirit and passion of the R&D Team and Product Team as seen at the atelier 42 COLLECTION Beautiful, quality clothing for cycling culture enthusiasts 50 STORY LABEL Labels revealing fascinating insights into cycling history and culture 54 OPINION: FRAN?OIS CONVERCEY Fran?ois Convercey, Chief Marketing Officer of Rapha for global marketing 60 THE CYCLING CLUB Rapha Clubhouses and the Rapha Cycling Club embody brand and cycling values 72 LOOKS How the attire of Rapha employees aligns with their lifestyles 78 COMMUNITY What cycling means to Rapha Cycling Club members 90 HERNE HILL VELODROME Bringing life to one of the oldest cycling tracks that is at the heart of British cycling culture 94 CREWS Rapha-sponsored professional cycling teams and their momentous stories 100 INTERVIEW: SIMON MOTTRAM Founder and CEO Simon Mottram talks about the history of cycling and Rapha’s brand mission 108 REFLECTION The history of cycling reflected in Rapha jerseys 114 BRAND STORY Rapha helms a new path for cycling clothing with its own vocabulary 124 MISSION Strategies and policies that reflect Rapha’s goal to grow the overall bike market 126 MESSENGER Rapha’s Creative Team delivers the spirit of cycling through visual narratives 130 STORYTELLING Collaborators celebrate Rapha in images and videos 136 CYCLE TALK A podcast dedicated to cycling presents the latest industry buzz 140 DIGEST Figures that shed light on the cycling industry and five bike-friendly cities 144 ROADMAP Cycling routes in London, Amsterdam, Seoul, and Tokyo 148 OUTRO