UK – Cycling clothing and accessories brand Rapha is using the skills of artisanal frame-builders to create specially commissioned bicycles for its UK Rapha Continental range.
The collection consists of six bikes created from scratch by British bike and wheel-building specialists. Once completed, the bikes will be ridden across the UK by a team of six Rapha riders.
The collection features a strong storytelling aspect, as the riders will be documenting their journeys in an online library. Consumers from around the globe will be able to view the riders’ preferred cycling routes and learn about Britain’s geology, topography and history.
By creating a global campaign using local artisans, Rapha is responding to consumers’ desires to see brands use more traditional and localised resources. Read more in our Revivalism macrotrend report.