The future of MTB was an incredibly rewarding collection to work on. It was a collection we wanted to redefine who our consumer was, and what it looked like for them; utilising how we can reinvigorate our attitude to Trail riding and look to the future riders on the scene who were pushing it to the edge, yet always having fun.

Whether it be at the bike park, or hitting the trails outside the city, we wanted to capture our technical credibility through fabrication and craft, combined with incredible patterning and key details to make this collection both playful and confident.

THE FUTURE OF RAPHA MTB

Rebranding Rapha MTB

This collection brought focus to our brand identity mark and what we needed to focus on as a pillar of performance sport cycling.

Brand: We aligned to shift our Script logo from MTB as a way to outline between the extremes of Road cycling under Pro Team, this aligned to the extremes of Trail riding with MTB. The Trade logo was utilised to highlight the true speed and endurance on the other end of the spectrum in trail riding.

This approach gave us a bolder expression and energy that aligned to the design direction in ergonomic seaming and contrasted paneling for apparel products.

Fabric: We also looked to utilise key fabrications such as high stretch abrasion resistant wovens to enable true articulation of movement on the bike, while being tight to body to reduce drag and catching on trail trees.

We focused on wind resistant lightweight fabrics that gave breathability for when you are on the climbs, but provide wind protection from the elements on the decent. We also focused on waterproof wovens to provide protection from mud slick and water through the seat panelling and inner thigh/ calf.

Details: We focused on key benefits in patterning for fit and shape for when you are riding on the trails (more forwarded with the grill frame and the dynamic leg bend in the seat). Taking key elements such as bonded waterproofing seams for protection and abrasion resistance, and bonded stretch paneling for comfort and control.

Taking key elements such as locking hook closure with webbing for the front closure on bottoms, providing a true “locked in” feel on the bike.

The Rapha Trail collection was inspired by the likes of Ella Connelly and Isaac Wallen, who challenge trail riding for the future of the sport and bring a level of their own self identity and attitude. This was reflected in the approach for how we defined the key styles to focus on for the collection and what mattered most for riders on the trail.