In collaboration with software company Unmade, cycling brand Rapha is making it possible for cyclists to create their very own custom cycling kits on demand with a new personalized service called Rapha Custom. Starting from a template, users are able to select a layout of their choosing and proceed to select a pleasing color palette to unify their team. Even more customization options are available, as teams may choose to upload a logo or text. Once finished, the designs are digitally printed and delivered in a matter of weeks.
According to Ed Clifford, head of Rapha Custom, "The market was crying out for a design-led and fully digital customer experience that was seamless in manufacturing and delivery."
As well as being extremely useful for customer-facing applications, Rapha Custom also has the potential to support Rapha internally in creating special edition designs for partners, prototypes and limited short runs.