Tour de France winner, Olympian and mod Bradley Wiggins obviously cares about his appearance, so no doubt he'll be pleased that trendy cycling-clothing manufacturer Rapha is to kit out his team. Being selected to develop racing and training kit for the Sky Pro Cycling team is a coup for the small London firm, which ousted sportswear giant Adidas from the role.
It all started in 2004 when Simon Mottram, the company's founder, followed the Tour de France all summer, selling his luxury clobber to fans from the back of a van. Eight years later, it boasts cult status among well-heeled riders, employs 65 staff, runs two Rapha Cycle Clubs and has seen sales soar.
"We are delighted that we have been chosen by Team Sky, the world's No 1 team," Mottram says. And with the brand's jerseys starting at £110, it's no surprise that he is chuffed.
The company sells 70 per cent of its gear abroad, though, and Mottram has clearly spotted an emerging global market of wealthy riders who wanted to invest in seriously good-quality gear without sacrificing style. The company will have to up its game if it wants to survive in the crowded peloton of sports brands, but if it is good enough for Wiggins, it's good enough for me. The replica Sky kit goes on sale in January. It's time to start saving.