159 Prince St, NYC

The Rapha cycling apparel brand is an aspirational / premium brand: with a $ 338 price tag for a simple looking sports jacket, it is not an expanse not available to many. To support its luxury positioning, the brand has opened about a dozen brand stores in relevant locations around the world, to celebrate the brand and turn it into a lifestyle brand – with premium coffee and baked goods, cycling-related toiletries and limited edition items.