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Check out these WorldTour x fashion brand concept collaborations

Hipster brands collaborating with WorldTour cycling teams should be more common

Joe Robinson
12 Oct 2020

When WorldTour cycling team Education First walked onto the Giro d'Italia presentation stage in their duck-emblazoned Rapha jerseys created in collaboration with London-based skateboard brand Palace, we all started talking.

Confusion, admiration, disgust. Whose face is that on the sleeve? Why is it so loud? Is that a massive duck on their time-trial helmets? Despite the American team taking two impressive victories at this year's Giro already, it is still that kit we are talking about.

The team were fined by the UCI for kit irregularities, parts of the mainstream media ran stories on it. 

It was a piece of marketing genius. Why? Because when the collection went live on Rapha and Palace's websites last week, the entire drop sold out within minutes.

Everything from the cycling jerseys to the caps to the very expensive Gore-Tex Stormtrooper-esque coats, blink and you'd have missed it ever being on sale.

And as is the way with these limited collections run by brands like Palace, there was the resale potential. Within hours of the kit selling out via Rapha and Palace, items were being flaunted on eBay: jerseys at £600, bidons at £80, t-shirts over £100.

Standard practice for those 'hype beasts' who operate in the world of limited clothing collections, a ghastly form of exploitation to us cycling lot. Either way, it is an exercise in marketing that will have us talking for quite some time.

So what if every WorldTour team did this? Trek-Segafredo and Supreme? Nike and Lotto-Soudal? Groupama-FDJ and Tommy Hilfiger? Well, Belgian cycling fan and artist Stijn Dossche has gone to the extent of making these thoughts a visual reality.

Dossche makes a habit or redesigning cycling kits, as you can see from his Instagram page here, so it was no surprise he was quick to think up this excellent idea.

Our personal favourite? That's a tough question, we think it is a toss-up between NTT x Patagonia and Team Sunweb x Kappa.