More Money Than Sense

If you're over 40, male and health conscious the chances are that you've got a racing bike. If you're a real enthusiast you'll be in love with the Rapha brand. Rapha produces extremely expensive, premium quality cycling gear with extreme pose value. £105 for a pair of shorts, which my friends assure me are 'really good quality'.

Apparently the brand didn't exist a couple of years ago. It just shows you. There is always space for a premium brand, especially when targeted at professional males going through a mid-life crisis.