Rapha x Shrimps

This partnership between Shrimps x Rapha was a huge celebration of both style and performance to push the future of women’s road cycling to the forefront of fashion and style.

The intention was to provide a new approach to women’s road cycling for our future collections within the brand, and the ensure there is a fresh and younger perspective to why road cycling can be both on trend and playful for our female cyclist.

Design Direction

This Collaboration started as a meeting of minds talking over the love of cycling and wanting to create beautiful products for women that make them feel confident and most prominently, joyful.

This collaboration was a blend of both technical performance through materials, highly engaged fitting styles and feminine details to create tension and excitement.

Through using some of our iconic styles with bib shorts and jerseys, we were able to redefine new silhouettes in to our key collection with a short, crop tank, tank and oversized wind jacket. All styles of which will feature in our future range within road cycling for women.

Through building a new direction for the future of Road cycling for our Female cyclist, we are able to connect with a more diverse audience and to ensure they feel included in their own cycling journey.

Our biggest mission is Life is Better by Bike, and we believe this collaboration was the propeller in providing that to a fresh, younger and more savvy target consumer.

Graphic Direction

Taking inspiration from the Shrimps iconic archive grapevine print and tying our story through the narrative of cycling through vineyards in rural Italy.

We worked through using the connecting vines to tie our collaboration closer and through using the vine as a key way to tie both brands together.

We also took inspiration from Shrimps love of Gingham in an iconic blocking story. Tying the colour palette with using sanded brown shades in the gingham and grapevine to keep a dynamic palette and strong synergy across the range.