A good piece about the Rapha Cycle Club café from Noisy Decent Graphics.
These days there’s no reason not to have a shop, a pop up shop, a twitter, a facebook page, a van, go to festivals, write a book, a photo essay, a magazine, have a loyalty card, a website, a microsite, a tumblr, a flavors.me, print a t-shirt the list goes on. Brands that market themselves as authentic and have an idea win. Those that buy off the shelf and stick their logo on, fail.
Update: just came across another piece about Rapha here on everydaylife.style loads more to explore on there too.