For the 2023 Clubhouse Merchandise kit rebrand I wanted to create a design which, going forward, was aimed to be used as a graphic template for more specialised, custom editions to adapt and build upon in the future. This would be achieved through collaborations and brand partnerships with designers and artists who are given the freedom to play with the templates; refashioning them yet still retaining a strong and consistent DNA that is instantly recognisable as the ‘Rapha Clubhouse’ brand.

Kits are sold in each clubhouse around the world. This ranges across the UK, Europe, North America and APAC. For this first launch the overall theme between clubhouses is consistent yet each clubhouse has their specialised graphic template.

Taking the core Rapha value, to ‘inspire the world to live by bike’, the motto 'Ride this City', (or 'Ride this Island' for Mallorca), encourages all levels of cyclists to get out and explore. One of the most beautiful things about cycling is experiencing our streets from a perspective that you wouldn't otherwise get through any other means of transportation.
The aim is for this motto is to work as a story template and brief for future regional artist and brand collaborators, allowing them to elaborate on their unique stories about what their city means to them.

Developing on a theme of travel and exploration between clubhouses, I created a graphic story for each Clubhouse’s story label inspired by Brevet cards, luggage tags and the act of documenting your adventures through these means. Each jersey label has a space to document information about your journey, and the clubhouse icons have been reimagined in the form of a Brevet stamp. Whilst the clubhouse icon has stood at the forefront of previous kits, I wanted to evolve the clubhouse DNA away from the icons yet still retain and give a nod to that heritage.

Physical stamps utilising the stamp design are provided to each clubhouse to allow customers to ‘collect them all’ as they travel between stores.

Technical trims are used to elevate the product. These include the holographic jersey back pocket patch which intersects the Rapha logo and city abbreviation, and the two way rubber tab on the Cotton Tee. All graphics have been screen printed on a base dye in order to give a more polished look.