25 Cycling Kit Brands ROBBING You Blind (And 7 That Are Actually Worth The Money)

TL;DR

• A faceless countdown (25 "robbing you blind" brands interleaved with 7 "worth the money") from CycleWorth — same content-farm family as the Fix Home listicle, but a real step up: named suppliers, company financials, and checkable at-home tests instead of ad-copy blurbs.
• The load-bearing fact: most premium bib-short pads come from ONE Italian company (Elastic Interface, near Treviso) — 3.2M pads/year on ~€20M revenue, roughly $6 a pad, and the whole company changed hands for $30.5M. That $6 insert sits in $174 (Velocio), $225 (Isadore), $260 (Ostroy), $291 (Universal Colors), and $295 (MAAP) shorts.
• Recurring pricing mechanics: perma-sale fake RRPs (Ecohi's stacked 60/70% sales; DHB relaunching at "half price" on day one before a single full-price sale; Café du Cycliste's flagship at 38% off at a first-tier stockist); shared factories under multiple badges (Nalini's MOA Lab; Sportful = Castelli = Manifattura Valcismon — "the Castelli research program at the Sportful price"); and losses recovered in price (Rapha: £35M lost over two years, eight years in the red; Le Col: crowdfunders wiped out via administration and a rename).
• The "worth it" seven and why: Van Rysel #1 (Decathlon, $109/$75, dresses a World Tour team, "80% of Assos for a third of the money"), Assos (invented the Lycra short, 50 years of own pads), Castelli (invented the Gabba category), Galibier (direct-only, never discounts), Santini (makes the actual rainbow jersey since 1988), Endura (repair service that earns less the longer kit lasts), Sportful (Castelli R&D, cheaper badge).
• Format caveats remain: no on-camera human, scraped brand footage (one frame is a garbled AI-generated sale page), one corrupted TTS line at [24:03] ("Good day, bind shima sama mama finna me") — researched slop is still slop in production, even when the research is real. Verify the claims before spending.

Key moments

• [00:05] The thumb test — press into a pad 5 seconds; if the dent stays, that's compression set: "a pad that has flattened out is a folded towel between you and your saddle."
• [01:03] Fake price anatomy — Ecohi's permanent stacked sales: "a price that is never actually charged by anybody is not a price. It is scenery."
• [02:00] Shared factories — Nalini's MOA Lab in Vicenza produces for multiple labels: "the badge on your chest is a decision made in an office, not on a factory floor."
• [03:44] The Sportful/Castelli reveal — both are Manifattura Valcismon (Dolomites, 1946, with Karpos): same engineers, pads, wind-tunnel work; one badge $80 cheaper.
• [05:51] DHB's launch-day "half price" — relaunched under Frasers at 50% off before one unit sold at full price: "recommended retail price is a number somebody types in."
• [09:57] The $6 pad — Elastic Interface: 3.2M pads/year, ~€20M revenue, company sold for $30.5M; the pad inside five different $174-295 shorts; "keep the $6 figure in your head."
• [10:55] Gore ShakeDry eulogy — the membrane-outside waterproof nothing has matched, retired citing supply, successors positioned but "none of it is."
• [19:02] The Gabba story — Castelli's 2010 secret jersey-jacket; 2013 snowy Milano-Sanremo ridden in blacked-out-logo Gabbas by rival teams: "they invented a category."
• [22:10] Assos origin — Tony Maier's 1976 DuPont call put Lycra in cycling shorts; Fignon won the '84 Tour in the kit; 50 years of in-house pads justify $315 like nothing else here.
• [23:01] Le Col's collapse — crowdfunded 2017 → private equity → tennis-racket group → administration June 2026 → renamed "Cadence 2026 No. 2 Ltd"; crowdfunders' shares sold for "nominal consideration."
• [24:45] Rapha's accounts — £15.6M + £19.7M losses, revenue £110M→£96M, Walmart-heir owners wrote the valuation down £169M→£67M: "every one of those losses has to be recovered somewhere, and the only somewhere is the price of a jersey."
• [25:59] Verdict — Van Rysel RCR 4 at $109/$75: the cheapest brand on the list is the one dressing a Tour de France team; "hand me $200 and I buy two pairs of these, a Sportful jersey, and spend the rest on tires."
• [27:09] The drawer test — turn your shorts inside out; if the pad label says Elastic Interface, "you already know what it cost."

Hook microscope (0-10s)

• Frames: 20 at 2 fps
• Word-level transcript (23 words):

  [  0.00s] 25
  [  0.54s] cycling
  [  0.94s] kit
  [  1.24s] brands
  [  1.52s] are
  [  1.90s] robbing
  [  2.00s] you
  [  2.22s] blind
  [  3.20s] Seven
  [  3.20s] are
  [  3.56s] actually
  [  4.50s] worth
  [  4.58s] the
  [  4.84s] money
  [  5.80s] Number
  [  6.14s] 25
  [  7.32s] Bayleaf
  [  8.52s] Under
  [  8.68s] 50
  [  9.02s] for
  [  9.46s] a
  [  9.72s] bib
  [  9.78s] short

Hook pattern: countdown cold-start with planted payoffs. Zero preamble — the title is restated as a thesis in four seconds and #25 begins at 0:05 with an at-home test (the thumb press) that gives instant practical value. Retention is engineered structurally rather than verbally: the 7 "worth it" brands are interleaved into the 25-brand countdown as scheduled interrupts ("now stop, because number six on the worth-it list is the opposite of everything you just heard"), each transition teasing the next reveal, with the subscribe ask embedded mid-list [02:25] where skipping costs you the answers. Content-farm architecture executed with an actually-researched script.

Editorial profile

• Shots: 80
• Cuts/min: 2.87
• Mean shot length: 20.9s
• Median shot length: 2.35s
• Talking-head ratio: n/a (opencv not installed)

Upgraded content-farm countdown (~2.9 cuts/min): faceless narration (one corrupted TTS artifact) over scraped brand photography, product pages, factory B-roll, and at least one garbled AI-generated storefront image — but scripted with researched specifics (supplier names, filings, prices) and interleaved naughty/worth-it structure engineered for retention.

Quotable moments

• [01:05] "A price that is never actually charged by anybody is not a price. It is scenery."
• [02:20] "The badge on your chest is a decision made in an office, not on a factory floor."
• [02:41] "Restraint is free." (on Black Sheep charging $241 for logo-less kit)
• [06:11] "Recommended retail price in cycling clothing is a number somebody types in."
• [26:53] "Quality does not set the price of cycling clothing. What sets the price is how much the brand has to recover."
• [17:11] "Transparency does not lower the price. It just means you can finally see what you are buying."

Entities mentioned

• People: Tony Maier (Assos founder, 1976 Lycra pioneer), Laurent Fignon (won '84 Tour in Assos)
• Companies: elastic-interface (the $6 pad monopoly), rapha, assos, castelli, sportful / Manifattura Valcismon, van-rysel / Decathlon, santini, endura, le-col, maap, pas-normal-studios, q36-5, gore-wear, gobik, nalini, pearl-izumi / Shimano, specialized, trek / Bontrager, dhb / Wiggle / Frasers, velocio, isadore, attaquer, black-sheep, cafe-du-cycliste, 7mesh, kalas, pissei, ale, baleaf
• Tools / products: the Gabba/Perfetto, ShakeDry, Progetto X2 pad, Assos S11 pad, Van Rysel RCR 4
• Places: Treviso and Vicenza and Bergamo (Italian manufacturing), Bolzano (Q36.5's 350km² footprint), Murcia (Gobik), Moldova (Isadore assembly), Scotland (Endura repairs)

Concepts surfaced

• white-label-economics: one supplier (Elastic Interface, $6/pad) inside a whole industry's premium products — the price spread between $174 and $295 shorts is pattern, marketing, and investor recovery, not materials.
• anchor-price-theater: perma-sales, launch-day discounts, and never-charged RRPs — "the crossed-out figure exists to make the number next to it feel like a rescue rather than a purchase."
• losses-recovered-in-price: the video's closing rule — "quality does not set the price; what sets the price is how much the brand has to recover" (Rapha's £35M, Le Col's collapse).
• shared-factory-badging: Nalini's MOA Lab, Manifattura Valcismon's three brands — same machines, fabric, and operators shipping under different names at different prices.
• invention-as-price-defense: the only $300+ prices defended are Assos (invented the Lycra short) and Castelli (invented the Gabba) — category creators earn margin; catalog assemblers rent it.
• slop-content: (recurring) an upgraded specimen — real research in content-farm production; the corrupted TTS line and AI-generated storefront image are the tells that no human reviewed the output.

Transcript

Source: captions.

[00:02] 25 cycling kit brands are robbing you blind. Seven are actually worth the
[00:05] blind. Seven are actually worth the money.
[00:06] money. Number 25, Baleaf.
[00:08] Number 25, Baleaf. Under $50 for a bib short with a 4D gel
[00:11] Under $50 for a bib short with a 4D gel pad sold by the thousand on Amazon.
[00:14] pad sold by the thousand on Amazon. That is the cheap end of the robbery and
[00:16] That is the cheap end of the robbery and it is still a robbery. Here is the test.
[00:19] it is still a robbery. Here is the test. Press your thumb into the middle of the
[00:21] Press your thumb into the middle of the pad and hold it for 5 seconds. Let go.
[00:24] pad and hold it for 5 seconds. Let go. On a good pad, the foam comes back. On
[00:26] On a good pad, the foam comes back. On this one, the dent stays. That is
[00:28] this one, the dent stays. That is compression set.
[00:30] compression set. A pad that has flattened out is not a
[00:32] A pad that has flattened out is not a pad. It is a folded towel between you
[00:34] pad. It is a folded towel between you and your saddle and it is where saddle
[00:36] and your saddle and it is where saddle sores start.
[00:37] sores start. $40 every 8 months is $120 in 2 years.
[00:41] $40 every 8 months is $120 in 2 years. Van Rysel sells a bib short for 109 that
[00:44] Van Rysel sells a bib short for 109 that is still alive in year four.
[00:46] is still alive in year four. Cheap is not value. Expensive is about
[00:49] Cheap is not value. Expensive is about to prove it is not value either.
[00:52] to prove it is not value either. Number 24, Ecohi.
[00:54] Number 24, Ecohi. Go to their store right now and you will
[00:56] Go to their store right now and you will find sitewide 60% off, clearance at 70%
[00:59] find sitewide 60% off, clearance at 70% off, and a summer sale all running at
[01:01] off, and a summer sale all running at the same time as permanent categories. A
[01:04] the same time as permanent categories. A price that is never actually charged by
[01:06] price that is never actually charged by anybody is not a price. It is scenery.
[01:09] anybody is not a price. It is scenery. Look at the number with the line through
[01:11] Look at the number with the line through it. That crossed-out figure exists for
[01:13] it. That crossed-out figure exists for exactly one reason, which is to make the
[01:16] exactly one reason, which is to make the number sitting next to it feel like a
[01:18] number sitting next to it feel like a rescue rather than a purchase. Their kit
[01:20] rescue rather than a purchase. Their kit is not bad. Their kit is perfectly
[01:22] is not bad. Their kit is perfectly decent. You are simply never buying it
[01:24] decent. You are simply never buying it at the price they printed on it, which
[01:26] at the price they printed on it, which tells you that printed price was fiction
[01:28] tells you that printed price was fiction from the first day it ever existed.
[01:31] from the first day it ever existed. The Italian houses run the same play.
[01:33] The Italian houses run the same play. They just do it in nicer type faces.
[01:37] They just do it in nicer type faces. Number 23, Nalini of Italy. Their X-Skin
[01:40] Number 23, Nalini of Italy. Their X-Skin Speed bib short lists at 158 euros and
[01:44] Speed bib short lists at 158 euros and 95 cents and sells at 119 euros.
[01:47] 95 cents and sells at 119 euros. Their clean bib lists at 148 euros and
[01:50] Their clean bib lists at 148 euros and 95 cents and sells at 111 euros. 25% off
[01:55] 95 cents and sells at 111 euros. 25% off on item after item in every color all
[01:57] on item after item in every color all year round. Now, check who actually
[01:59] year round. Now, check who actually stitches it.
[02:01] stitches it. Malini runs a facility they call MOA Lab
[02:03] Malini runs a facility they call MOA Lab in Vicenza, and that same facility also
[02:05] in Vicenza, and that same facility also produces custom kit for other people's
[02:07] produces custom kit for other people's labels and other people's teams. Read
[02:10] labels and other people's teams. Read that slowly.
[02:11] that slowly. The same machines, the same operators,
[02:13] The same machines, the same operators, and the same rolls of Italian fabric go
[02:15] and the same rolls of Italian fabric go out of that door wearing three or four
[02:17] out of that door wearing three or four different names at three or four
[02:19] different names at three or four different prices. So, the badge on your
[02:21] different prices. So, the badge on your chest is a decision made in an office,
[02:23] chest is a decision made in an office, not on a factory floor.
[02:26] not on a factory floor. This is a good moment to subscribe
[02:27] This is a good moment to subscribe because the seven brands I am dropping
[02:29] because the seven brands I am dropping into this countdown are the ones I hand
[02:31] into this countdown are the ones I hand my own money to. And the last of them
[02:33] my own money to. And the last of them costs less than three pairs of socks
[02:36] costs less than three pairs of socks from the brand at number five. The next
[02:38] from the brand at number five. The next one shows you the same catalog at two
[02:40] one shows you the same catalog at two and a half times the price.
[02:43] and a half times the price. Number 22, Alé. Same brand, same
[02:45] Number 22, Alé. Same brand, same country, same season.
[02:48] country, same season. The Wat 3.6 bib short is $279.99.
[02:53] The Wat 3.6 bib short is $279.99. The Pragma Corsa 2.0 is $110. Two and a
[02:57] The Pragma Corsa 2.0 is $110. Two and a half times the money inside one catalog.
[02:59] half times the money inside one catalog. Put the two photographs side by side.
[03:01] Put the two photographs side by side. Same leg length, same bib strap
[03:03] Same leg length, same bib strap architecture, same panel count. The
[03:05] architecture, same panel count. The expensive one has a lighter fabric and a
[03:07] expensive one has a lighter fabric and a thinner pad, which is worth real money
[03:09] thinner pad, which is worth real money to a racer holding tempo.
[03:11] to a racer holding tempo. For everybody else, the $110 short is
[03:14] For everybody else, the $110 short is the same short with more foam in it. By
[03:16] the same short with more foam in it. By now, you have probably worked out the
[03:18] now, you have probably worked out the rule. The more the kit costs, the less
[03:20] rule. The more the kit costs, the less of that money is actually in the kit.
[03:23] of that money is actually in the kit. That rule is correct, and from here it
[03:24] That rule is correct, and from here it stops being enough because before the
[03:26] stops being enough because before the next four names, here is the first brand
[03:29] next four names, here is the first brand that earns every dollar, and it breaks
[03:31] that earns every dollar, and it breaks the rule completely.
[03:33] the rule completely. Worth the money. Number seven. Sportful.
[03:36] Worth the money. Number seven. Sportful. $129.99
[03:39] $129.99 for the Bodyfit Pro Classic bib [music]
[03:41] for the Bodyfit Pro Classic bib [music] short.
[03:42] short. Here is the part almost nobody knows.
[03:44] Here is the part almost nobody knows. Sportful and Castelli are the same
[03:46] Sportful and Castelli are the same company. Manifattura Valcismon, founded
[03:49] company. Manifattura Valcismon, founded in the Dolomites in 1946, has over 500
[03:52] in the Dolomites in 1946, has over 500 employees, sells in 75 countries, and
[03:55] employees, sells in 75 countries, and owns Sportful, Castelli, and Karpos.
[03:58] owns Sportful, Castelli, and Karpos. Same engineers, same pad development,
[04:00] Same engineers, same pad development, same wind tunnel work. One badge costs
[04:02] same wind tunnel work. One badge costs $80 less than the other. Check the tag.
[04:06] $80 less than the other. Check the tag. If it says Manifattura Valcismon, you
[04:08] If it says Manifattura Valcismon, you are getting the Castelli research
[04:10] are getting the Castelli research program at the Sportful price. [music]
[04:12] program at the Sportful price. [music] That is the single easiest saving in
[04:14] That is the single easiest saving in this video, and six better ones are
[04:16] this video, and six better ones are coming. Back to the countdown, and the
[04:17] coming. Back to the countdown, and the next one dresses professional teams for
[04:19] next one dresses professional teams for a living.
[04:21] a living. Number 21, Gobik.
[04:23] Number 21, Gobik. The Spanish house that dresses
[04:25] The Spanish house that dresses professional teams sells its own
[04:26] professional teams sells its own commuter shorts for 80 euros, while the
[04:29] commuter shorts for 80 euros, while the team replica line runs three times that.
[04:32] team replica line runs three times that. Same building in Murcia, same cutting
[04:34] Same building in Murcia, same cutting table.
[04:35] table. Turn the garment over and find the care
[04:37] Turn the garment over and find the care label. If the team version and the 80
[04:39] label. If the team version and the 80 euro version share a factory code, you
[04:41] euro version share a factory code, you are paying 200 euros for a printed logo
[04:44] are paying 200 euros for a printed logo and a shorter cut.
[04:46] and a shorter cut. Team kit does get built differently.
[04:48] Team kit does get built differently. Thinner fabric, tighter fit, seams
[04:50] Thinner fabric, tighter fit, seams placed for somebody in a permanent tuck.
[04:52] placed for somebody in a permanent tuck. If you ride upright with a phone in your
[04:53] If you ride upright with a phone in your pocket, that construction is actively
[04:55] pocket, that construction is actively worse for you. The next brand charges
[04:58] worse for you. The next brand charges you for a jersey the professionals do
[05:00] you for a jersey the professionals do not actually wear.
[05:02] not actually wear. Number 20, Pissei. The UAE team replica
[05:06] Number 20, Pissei. The UAE team replica short-sleeve jersey is 150 dollars on
[05:08] short-sleeve jersey is 150 dollars on their own site. That jersey is not the
[05:11] their own site. That jersey is not the jersey. Team issue kit is cut narrower
[05:14] jersey. Team issue kit is cut narrower in a different fabric weight, and it
[05:16] in a different fabric weight, and it never goes on general sale. What you buy
[05:18] never goes on general sale. What you buy is a leisure fit copy in the same
[05:20] is a leisure fit copy in the same colors. Nobody is lying to you.
[05:22] colors. Nobody is lying to you. The word replica is in the product name.
[05:25] The word replica is in the product name. It is just that 150 dollars is close to
[05:27] It is just that 150 dollars is close to what Castelli charges for a genuine race
[05:30] what Castelli charges for a genuine race jersey with no team on it at all. You
[05:33] jersey with no team on it at all. You are buying a flag, not a garment. That
[05:35] are buying a flag, not a garment. That is a legitimate thing to buy. Just know
[05:37] is a legitimate thing to buy. Just know the flag is about 90 dollars of the 150.
[05:41] the flag is about 90 dollars of the 150. Number 19, DHB. Watch this.
[05:45] Number 19, DHB. Watch this. The brand collapsed with Wiggle, was
[05:47] The brand collapsed with Wiggle, was picked up by Fraser's and relaunched
[05:49] picked up by Fraser's and relaunched through Evans in May of 2025.
[05:52] through Evans in May of 2025. It relaunched on day one at half price.
[05:55] It relaunched on day one at half price. The Aerron Air Lab jersey appeared at 85
[05:58] The Aerron Air Lab jersey appeared at 85 pounds down from 170. The Lab bib short
[06:01] pounds down from 170. The Lab bib short appeared at 70 pounds down from 139
[06:04] appeared at 70 pounds down from 139 pounds and 99 pence. On launch day,
[06:07] pounds and 99 pence. On launch day, before a single unit had ever sold at
[06:09] before a single unit had ever sold at full price. There is your proof that
[06:11] full price. There is your proof that recommended retail price in cycling
[06:13] recommended retail price in cycling clothing is a number somebody types in.
[06:16] clothing is a number somebody types in. Riders tracked those exact bib shorts at
[06:18] Riders tracked those exact bib shorts at 80 pounds right through the Wiggle
[06:20] 80 pounds right through the Wiggle closure. The 139 pound figure never
[06:23] closure. The 139 pound figure never existed anywhere but the tag.
[06:27] existed anywhere but the tag. The next one does it with a federation
[06:28] The next one does it with a federation contract instead of a discount.
[06:31] contract instead of a discount. Number 18, Kalas. The Czech manufacturer
[06:33] Number 18, Kalas. The Czech manufacturer behind an enormous amount of kit at
[06:35] behind an enormous amount of kit at national federation and event level.
[06:37] national federation and event level. Official clothing supplier at events you
[06:39] Official clothing supplier at events you have ridden. That is the whole pitch and
[06:41] have ridden. That is the whole pitch and it works because it is true. Here is
[06:44] it works because it is true. Here is what it hides.
[06:45] what it hides. Supplying a federation is a commercial
[06:47] Supplying a federation is a commercial contract, not a quality certificate.
[06:49] contract, not a quality certificate. Somebody won a tender. The garment in
[06:51] Somebody won a tender. The garment in the retail range is not the garment
[06:53] the retail range is not the garment built to a team specification and that
[06:56] built to a team specification and that price difference is published nowhere.
[06:58] price difference is published nowhere. Check the neckline. Retail kit gets a
[07:00] Check the neckline. Retail kit gets a taller collar and a longer tail because
[07:02] taller collar and a longer tail because customers ask for coverage. Team kit
[07:05] customers ask for coverage. Team kit does not. You are buying proximity to
[07:07] does not. You are buying proximity to professionals. The most expensive fabric
[07:09] professionals. The most expensive fabric in the sport.
[07:11] in the sport. Now stop because number six on the worth
[07:14] Now stop because number six on the worth it list is the opposite of everything
[07:16] it list is the opposite of everything you just heard.
[07:17] you just heard. Worth the money, number six.
[07:20] Worth the money, number six. Endura.
[07:21] Endura. The Scottish brand runs a repair
[07:22] The Scottish brand runs a repair service. You send in a garment that has
[07:24] service. You send in a garment that has been shredded by a crash or a hedge and
[07:27] been shredded by a crash or a hedge and they fix it for a small charge instead
[07:28] they fix it for a small charge instead of selling you a new one. Read that
[07:30] of selling you a new one. Read that against the last four names. This is a
[07:33] against the last four names. This is a business that earns less the longer your
[07:35] business that earns less the longer your kit lasts and it does [music] it anyway.
[07:37] kit lasts and it does [music] it anyway. They are not saints.
[07:40] They are not saints. Endura posted a 14 million pound loss in
[07:42] Endura posted a 14 million pound loss in 2024
[07:44] 2024 and the repair scheme only runs in the
[07:46] and the repair scheme only runs in the UK and the European Union because the
[07:48] UK and the European Union because the sewing happens in Scotland. The
[07:50] sewing happens in Scotland. The philosophy shows in the product. Their
[07:52] philosophy shows in the product. Their fabrics are heavier than the Italian
[07:54] fabrics are heavier than the Italian houses, the seams are wider, and the kit
[07:57] houses, the seams are wider, and the kit survives crashes that shred a $300
[08:00] survives crashes that shred a $300 short.
[08:01] short. If you ride bad weather on bad roads,
[08:03] If you ride bad weather on bad roads, this is the one.
[08:04] this is the one. Back to the countdown and the next name
[08:06] Back to the countdown and the next name has been sold twice in 14 years.
[08:10] has been sold twice in 14 years. Number 17, Pearl Izumi. In 2008, Shimano
[08:14] Number 17, Pearl Izumi. In 2008, Shimano bought Pearl Izumi's parent company for
[08:16] bought Pearl Izumi's parent company for 69 and a half million dollars. In 2022,
[08:19] 69 and a half million dollars. In 2022, Shimano sold it again to a sporting
[08:21] Shimano sold it again to a sporting goods group. 14 years, two corporate
[08:23] goods group. 14 years, two corporate owners, and not one of those deals had
[08:25] owners, and not one of those deals had anything to do with how a bib short fits
[08:28] anything to do with how a bib short fits you.
[08:29] you. That is the thing about a lot of these
[08:30] That is the thing about a lot of these names. They are trademarks moved between
[08:33] names. They are trademarks moved between holding companies and every move stacks
[08:35] holding companies and every move stacks new financial expectations on top of the
[08:37] new financial expectations on top of the same sewing machines.
[08:39] same sewing machines. Put an old pair beside a new pair and
[08:41] Put an old pair beside a new pair and compare the hem grippers.
[08:43] compare the hem grippers. Riders have been logging that comparison
[08:45] Riders have been logging that comparison for years and the verdict is consistent.
[08:48] for years and the verdict is consistent. The brand is older than the company that
[08:50] The brand is older than the company that owns it.
[08:51] owns it. Which brings us to the bike
[08:52] Which brings us to the bike manufacturers.
[08:53] manufacturers. Number 16, Bontrager. Trek's in-house
[08:56] Number 16, Bontrager. Trek's in-house component and clothing name quietly
[08:58] component and clothing name quietly folded into Trek branded apparel while
[09:00] folded into Trek branded apparel while the Bontrager label kept turning up on
[09:03] the Bontrager label kept turning up on old stock in shops. Riders spent a
[09:05] old stock in shops. Riders spent a decade buying into a clothing line that
[09:07] decade buying into a clothing line that no longer exists as its own thing. That
[09:10] no longer exists as its own thing. That matters for one reason.
[09:12] matters for one reason. A warranty is only as good as the entity
[09:14] A warranty is only as good as the entity behind it. When a label is absorbed,
[09:17] behind it. When a label is absorbed, discontinued, or sold, the crash
[09:19] discontinued, or sold, the crash replacement scheme and the repair
[09:20] replacement scheme and the repair service go with it. Check the label in
[09:22] service go with it. Check the label in the jersey you are about to buy. If that
[09:25] the jersey you are about to buy. If that name has changed hands twice in 5 years,
[09:27] name has changed hands twice in 5 years, you are buying fabric with no promises
[09:29] you are buying fabric with no promises attached.
[09:30] attached. The next one sells you clothing standing
[09:32] The next one sells you clothing standing beside a $12,000 bike and it is where
[09:35] beside a $12,000 bike and it is where this whole video turns.
[09:38] this whole video turns. Number 15, Specialized. Their SL bib
[09:41] Number 15, Specialized. Their SL bib short lists at $150 and shows up at
[09:44] short lists at $150 and shows up at dealers for 100. A third off on a
[09:46] dealers for 100. A third off on a current season core product at an
[09:49] current season core product at an authorized dealer. That is not a
[09:51] authorized dealer. That is not a clearance. That is the margin becoming
[09:53] clearance. That is the margin becoming visible. And here is the number that
[09:55] visible. And here is the number that reframes this entire list.
[09:57] reframes this entire list. The pads in most of the expensive bib
[09:59] The pads in most of the expensive bib shorts in this video are not made by
[10:01] shorts in this video are not made by those brands. They come from one Italian
[10:03] those brands. They come from one Italian company near Treviso. That company sold
[10:06] company near Treviso. That company sold over 3.2 million pads in a single year
[10:09] over 3.2 million pads in a single year on around 20 million euros of revenue,
[10:12] on around 20 million euros of revenue, roughly $6 a pad. The whole business
[10:15] roughly $6 a pad. The whole business changed hands for 30 and a half million
[10:17] changed hands for 30 and a half million dollars. [music]
[10:18] dollars. [music] $30.5 million buys the pad supply of the
[10:21] $30.5 million buys the pad supply of the premium cycling industry. That pad sits
[10:24] premium cycling industry. That pad sits in a $174
[10:25] in a $174 short, a $225 short, a $260 short, a
[10:30] short, a $225 short, a $260 short, a $291 short, and a $295
[10:35] $291 short, and a $295 short. Same supplier, same catalog of
[10:38] short. Same supplier, same catalog of foams.
[10:39] foams. Chinese direct sellers now advertise
[10:41] Chinese direct sellers now advertise that exact pad by name on their own
[10:43] that exact pad by name on their own sites under $100.
[10:46] sites under $100. Keep the $6 figure in your head because
[10:48] Keep the $6 figure in your head because every price from here has to justify
[10:50] every price from here has to justify itself against it.
[10:53] itself against it. Number 14,
[10:54] Number 14, >> [music]
[10:54] >> [music] >> Gore Wear.
[10:56] >> Gore Wear. For about 10 years, Gore made the single
[10:58] For about 10 years, Gore made the single most impressive garment in cycling, and
[11:00] most impressive garment in cycling, and then they killed it.
[11:01] then they killed it. ShakeDry was a waterproof with the
[11:03] ShakeDry was a waterproof with the membrane on the outside, no face fabric
[11:05] membrane on the outside, no face fabric at all. It weighed almost [music]
[11:07] at all. It weighed almost [music] nothing. It beaded water like a car
[11:09] nothing. It beaded water like a car bonnet, and nothing since has matched
[11:11] bonnet, and nothing since has matched it.
[11:12] it. Riders paid three to $400 for a jacket
[11:15] Riders paid three to $400 for a jacket that crushed into a jersey pocket.
[11:17] that crushed into a jersey pocket. Gore retired the material citing supply
[11:20] Gore retired the material citing supply problems. Prices on remaining stock went
[11:22] problems. Prices on remaining stock went up, not down.
[11:24] up, not down. Now the less honest part. Everything
[11:26] Now the less honest part. Everything sold since has been positioned as the
[11:28] sold since has been positioned as the successor, and none of it is. Turn the
[11:30] successor, and none of it is. Turn the jacket inside out. If you can see a
[11:33] jacket inside out. If you can see a woven face fabric, it is an ordinary
[11:35] woven face fabric, it is an ordinary waterproof. Now, number five on the
[11:37] waterproof. Now, number five on the worth it list, and it is the only name
[11:39] worth it list, and it is the only name in this video that has made the same
[11:41] in this video that has made the same garment for 38 years.
[11:44] garment for 38 years. Worth the money, number five.
[11:46] Worth the money, number five. Santini.
[11:48] Santini. Official supplier to the international
[11:50] Official supplier to the international governing body since 1988, with the
[11:53] governing body since 1988, with the partnership just renewed [music] through
[11:54] partnership just renewed [music] through 2031.
[11:56] 2031. They make the rainbow jersey, the actual
[11:58] They make the rainbow jersey, the actual one, the one a world champion pulls over
[12:00] one, the one a world champion pulls over their head. 38 years of it, now signed
[12:02] their head. 38 years of it, now signed for 43. That is a different kind of
[12:05] for 43. That is a different kind of contract from the one at number 18.
[12:07] contract from the one at number 18. Making the rainbow jersey means making a
[12:09] Making the rainbow jersey means making a garment that gets photographed in high
[12:11] garment that gets photographed in high definition on television in the rain for
[12:14] definition on television in the rain for a full year.
[12:15] a full year. The retail range comes off the same
[12:17] The retail range comes off the same tables in Bergamo. Look for the pieces
[12:19] tables in Bergamo. Look for the pieces without a team on them, because the
[12:21] without a team on them, because the plain Santini kit sits between 100 and
[12:24] plain Santini kit sits between 100 and 160 dollars, and it is built to the
[12:26] 160 dollars, and it is built to the standard of the jersey with the stripes.
[12:29] standard of the jersey with the stripes. >> [music]
[12:29] >> [music] >> Back to the countdown in Canadian
[12:31] >> Back to the countdown in Canadian dollars.
[12:32] dollars. Number 13, 7mesh, 249 Canadian dollars
[12:37] Number 13, 7mesh, 249 Canadian dollars and 99 cents for the MK3 bib short.
[12:40] and 99 cents for the MK3 bib short. And the chamois, on their own published
[12:42] And the chamois, on their own published materials list, is an elastic interface
[12:45] materials list, is an elastic interface performance space pad. They say so
[12:47] performance space pad. They say so themselves, which is more honesty than
[12:49] themselves, which is more honesty than most of this list manages. So, you pay
[12:51] most of this list manages. So, you pay 250 dollars for a 6 dollar pad, a fabric
[12:55] 250 dollars for a 6 dollar pad, a fabric off a commercial Italian loom, and a cut
[12:57] off a commercial Italian loom, and a cut that is genuinely excellent. 7mesh build
[13:00] that is genuinely excellent. 7mesh build quality is real.
[13:02] quality is real. >> [music]
[13:02] >> [music] >> Their bar tack reinforcement and leg
[13:04] >> Their bar tack reinforcement and leg gripper beat brands charging more. Run
[13:07] gripper beat brands charging more. Run your thumb inside the leg band. A wide
[13:09] your thumb inside the leg band. A wide soft edged [music] band that grips
[13:11] soft edged [music] band that grips without biting is the part worth paying
[13:13] without biting is the part worth paying for.
[13:14] for. Everything above this point charges more
[13:16] Everything above this point charges more and [music] adds less.
[13:18] and [music] adds less. Number 12, Ostroy.
[13:21] Number 12, Ostroy. 260 dollars for the men's bib short at a
[13:24] 260 dollars for the men's bib short at a major American outdoor retailer. 280 for
[13:27] major American outdoor retailer. 280 for the women's. Country of origin on the
[13:30] the women's. Country of origin on the product page reads in full imported.
[13:33] product page reads in full imported. That one word is doing enormous work. It
[13:35] That one word is doing enormous work. It is legally sufficient and it tells you
[13:37] is legally sufficient and it tells you nothing.
[13:39] nothing. Isadore, further up this list, publishes
[13:41] Isadore, further up this list, publishes that its shorts are assembled in Moldova
[13:43] that its shorts are assembled in Moldova with fabric from Ornyano in Italy. One
[13:46] with fabric from Ornyano in Italy. One brand tells you,
[13:47] brand tells you, >> [music]
[13:47] >> [music] >> one brand does not. My rule is simple.
[13:50] >> one brand does not. My rule is simple. If a brand will not name the country,
[13:52] If a brand will not name the country, assume the answer is the one that would
[13:54] assume the answer is the one that would cost them a sale. The pad, for the
[13:57] cost them a sale. The pad, for the record, is listed as an elastic
[13:59] record, is listed as an elastic interface chamois, $6.
[14:03] interface chamois, $6. Number 11 puts the same pad in a $241
[14:07] Number 11 puts the same pad in a $241 short.
[14:08] short. Number 11, Black Sheep, $241 for the
[14:11] Number 11, Black Sheep, $241 for the Zero bib short, 224 for the thermal
[14:15] Zero bib short, 224 for the thermal fleece version.
[14:17] fleece version. The Australian brand built its identity
[14:19] The Australian brand built its identity on being the anti-brand, plain black
[14:21] on being the anti-brand, plain black kit, no logos, sold to people who refuse
[14:24] kit, no logos, sold to people who refuse to be a billboard. Good idea and I like
[14:26] to be a billboard. Good idea and I like it. It is also the highest margin idea
[14:28] it. It is also the highest margin idea in fashion because removing the printing
[14:31] in fashion because removing the printing removes cost.
[14:32] removes cost. Look at the chest of a plain black
[14:34] Look at the chest of a plain black jersey. Every logo that is not there was
[14:36] jersey. Every logo that is not there was a manufacturing step somebody did not
[14:38] a manufacturing step somebody did not pay for. You are paying $241
[14:41] pay for. You are paying $241 for restraint. Restraint is free. Number
[14:44] for restraint. Restraint is free. Number 10 shows you what happens when the
[14:46] 10 shows you what happens when the recommended price is pure theater.
[14:50] recommended price is pure theater. Number 10, Cafe du Cycliste. The
[14:53] Number 10, Cafe du Cycliste. The Victoire bib short has a recommended
[14:55] Victoire bib short has a recommended retail price of 274 pounds. A major
[14:58] retail price of 274 pounds. A major British retailer currently sells it for
[15:01] British retailer currently sells it for 169.
[15:02] 169. >> [music]
[15:02] >> [music] >> That is 38% off a flagship product at a
[15:05] >> That is 38% off a flagship product at a first tier stockist. Their Freight a bib
[15:08] first tier stockist. Their Freight a bib is 32% off. The Marinette is 21% off.
[15:11] is 32% off. The Marinette is 21% off. Nothing on that shelf is at the number
[15:13] Nothing on that shelf is at the number on the tag. Now, the part I respect,
[15:16] on the tag. Now, the part I respect, Cafe du Cycliste started as a real cafe
[15:19] Cafe du Cycliste started as a real cafe in the hills above Nice and the clothing
[15:22] in the hills above Nice and the clothing came second.
[15:23] came second. The photography, the colors, the whole
[15:25] The photography, the colors, the whole world of it is genuine. And people buy
[15:27] world of it is genuine. And people buy it because riding is a life and not a
[15:29] it because riding is a life and not a workout.
[15:30] workout. >> [music]
[15:30] >> [music] >> Just pay the 169, never the 274. And now
[15:34] >> Just pay the 169, never the 274. And now number four on the Worth It list, which
[15:37] number four on the Worth It list, which has never had a sale in its life.
[15:40] has never had a sale in its life. Worth the money number [music] four.
[15:42] Worth the money number [music] four. Gallebia, 76 pounds and 77 pence for the
[15:45] Gallebia, 76 pounds and 77 pence for the Energy Roubaix bib short, about 97
[15:49] Energy Roubaix bib short, about 97 dollars and they have never discounted
[15:51] dollars and they have never discounted it.
[15:52] it. The British company sells direct only.
[15:54] The British company sells direct only. No distributor margin, no retailer
[15:56] No distributor margin, no retailer margin, no seasonal clearance, no fake
[15:59] margin, no seasonal clearance, no fake recommended price with a line through
[16:01] recommended price with a line through it.
[16:02] it. The number on the site is the number
[16:03] The number on the site is the number every year.
[16:04] every year. 97 dollars against 350 for Rapha, 400
[16:08] 97 dollars against 350 for Rapha, 400 for Q36.5,
[16:10] for Q36.5, 295
[16:12] 295 for MAAP.
[16:14] for MAAP. Their pad is their own EX 2.0 dual
[16:17] Their pad is their own EX 2.0 dual density and a decade of road tests says
[16:20] density and a decade of road tests says the same thing. It is not the best pad
[16:23] the same thing. It is not the best pad in the world. It is 80% of the best pad
[16:26] in the world. It is 80% of the best pad in the [music] world for a quarter of
[16:27] in the [music] world for a quarter of the money. That 80% is the entire
[16:30] the money. That 80% is the entire argument of this video.
[16:32] argument of this video. Back to the countdown and the next brand
[16:34] Back to the countdown and the next brand is the most honest name on the naughty
[16:36] is the most honest name on the naughty list.
[16:37] list. Number nine, Isadore. 225 dollars for
[16:40] Number nine, Isadore. 225 dollars for the signature bib short. And on their
[16:43] the signature bib short. And on their own product page in plain text, they
[16:45] own product page in plain text, they publish three things almost nobody else
[16:48] publish three things almost nobody else does.
[16:49] does. The pad is an [music] Elastic Interface
[16:51] The pad is an [music] Elastic Interface Paris HP. The fabric is Italian from
[16:54] Paris HP. The fabric is Italian from Orniano near Bergamo. The garment is
[16:57] Orniano near Bergamo. The garment is assembled in Moldova. That is total
[16:59] assembled in Moldova. That is total transparency and I think it is
[17:00] transparency and I think it is admirable. It is also read slowly, a 225
[17:04] admirable. It is also read slowly, a 225 dollar product made of a six dollar pad,
[17:07] dollar product made of a six dollar pad, a commercially available Italian fabric
[17:09] a commercially available Italian fabric and Moldovan labor. Transparency does
[17:11] and Moldovan labor. Transparency does not lower the price. It just means you
[17:13] not lower the price. It just means you can finally see what you are buying. The
[17:16] can finally see what you are buying. The next two brands will not tell you any of
[17:18] next two brands will not tell you any of it.
[17:20] it. Number eight, Universal Colors, $291
[17:24] Number eight, Universal Colors, $291 for the Chroma Bib Short. Their own
[17:26] for the Chroma Bib Short. Their own description names the pad.
[17:28] description names the pad. Elastic Interface Road Performance
[17:30] Elastic Interface Road Performance Space.
[17:32] Space. Two,
[17:33] Two, wider, longer, thicker, higher density.
[17:35] wider, longer, thicker, higher density. It is a catalog part. Anybody can
[17:37] It is a catalog part. Anybody can specify it.
[17:38] specify it. A very good catalog part, far better
[17:40] A very good catalog part, far better than whatever came in your 2009 club
[17:42] than whatever came in your 2009 club kit, and it did not cost $291.
[17:46] kit, and it did not cost $291. Look at the leg gripper and the bib
[17:48] Look at the leg gripper and the bib strap width. Those two things, plus the
[17:50] strap width. Those two things, plus the pattern, are the entire difference
[17:52] pattern, are the entire difference between this and a $174
[17:55] between this and a $174 short with the same insert. $291.
[17:59] short with the same insert. $291. The next one is 360 in Australian money,
[18:02] The next one is 360 in Australian money, and it is the fastest growing brand on
[18:04] and it is the fastest growing brand on this list.
[18:06] this list. Number seven, Attaquer,
[18:08] Number seven, Attaquer, 360 Australian dollars for the Race Bib
[18:11] 360 Australian dollars for the Race Bib Short. The chamois is described as made
[18:14] Short. The chamois is described as made in Italy with a three density design,
[18:16] in Italy with a three density design, and the brand has become the default kit
[18:18] and the brand has become the default kit for a certain kind of Saturday group.
[18:20] for a certain kind of Saturday group. The fit is aggressive and genuinely
[18:22] The fit is aggressive and genuinely good. If you race, this is a real
[18:24] good. If you race, this is a real product. Here is the tell.
[18:27] product. Here is the tell. Attaquer runs an annual sale collection
[18:29] Attaquer runs an annual sale collection and a permanent men's sale collection at
[18:32] and a permanent men's sale collection at the same time, which makes 360 a
[18:35] the same time, which makes 360 a ceiling, not a price.
[18:37] ceiling, not a price. Buy it in the sale or do not buy it.
[18:39] Buy it in the sale or do not buy it. Now, number three on the worth it list,
[18:41] Now, number three on the worth it list, and it is the only brand in this entire
[18:44] and it is the only brand in this entire video that invented something.
[18:47] video that invented something. Worth the money. Number three, Castelli,
[18:51] Worth the money. Number three, Castelli, $219.99
[18:53] $219.99 for the Free Aero RC Bib Short with the
[18:56] for the Free Aero RC Bib Short with the Progetto X2 Air Pad.
[18:59] Progetto X2 Air Pad. Yes, that is expensive.
[19:01] Yes, that is expensive. Here is what it buys.
[19:02] Here is what it buys. In 2010, a Castelli engineer built a
[19:05] In 2010, a Castelli engineer built a jersey that was secretly a jacket and
[19:07] jersey that was secretly a jacket and gave it to professionals who were not
[19:08] gave it to professionals who were not allowed to wear a jacket.
[19:10] allowed to wear a jacket. In 2013, it snowed at Milano Sanremo and
[19:14] In 2013, it snowed at Milano Sanremo and riders from teams all across the race
[19:16] riders from teams all across the race finished in that garment with the logos
[19:18] finished in that garment with the logos blacked out because their own sponsors
[19:20] blacked out because their own sponsors had not made one.
[19:21] had not made one. That is the Gabba. It changed cold wet
[19:24] That is the Gabba. It changed cold wet riding for everybody, including you.
[19:26] riding for everybody, including you. Feel the shoulders on a Perfetto. That
[19:29] Feel the shoulders on a Perfetto. That dense, slightly rubbery hand is a woven
[19:31] dense, slightly rubbery hand is a woven fabric with a membrane bonded to it and
[19:34] fabric with a membrane bonded to it and it is why water runs off instead of
[19:35] it is why water runs off instead of soaking through. They invented a
[19:37] soaking through. They invented a category. Nobody left on the naughty
[19:39] category. Nobody left on the naughty list has invented anything and the top
[19:42] list has invented anything and the top six are about to prove it.
[19:45] six are about to prove it. Number six, Velocio, $174
[19:48] Number six, Velocio, $174 for the signature bib short with a
[19:50] for the signature bib short with a chamois they state was developed with
[19:52] chamois they state was developed with elastic interface. $174
[19:55] elastic interface. $174 against $291 for Universal Colors, $260
[19:59] against $291 for Universal Colors, $260 for Ostroy and $295 for MAAP.
[20:04] for Ostroy and $295 for MAAP. Same pad supplier, $121 of difference.
[20:07] Same pad supplier, $121 of difference. Their 30-day guarantee is real. Wear it,
[20:10] Their 30-day guarantee is real. Wear it, ride it, wash it, send it back. So, why
[20:13] ride it, wash it, send it back. So, why is Velocio on this list at all? Because
[20:15] is Velocio on this list at all? Because $174
[20:17] $174 is still four times what the garment
[20:19] is still four times what the garment contains and a 30-day guarantee is not a
[20:22] contains and a 30-day guarantee is not a warranty. It covers your regret. It does
[20:24] warranty. It covers your regret. It does not cover a seam failing in month 14.
[20:27] not cover a seam failing in month 14. The next three are where the money stops
[20:29] The next three are where the money stops making sense entirely.
[20:31] making sense entirely. Number five, MAAP, $295
[20:36] Number five, MAAP, $295 for the Team Bib Evo. The product page
[20:39] for the Team Bib Evo. The product page states it.
[20:40] states it. A 3D thermo molded chamois created with
[20:43] A 3D thermo molded chamois created with elastic interface. $295,
[20:47] elastic interface. $295, a $6 pad, Italian mill fabric that
[20:49] a $6 pad, Italian mill fabric that Rapha, Castelli and half of this list
[20:52] Rapha, Castelli and half of this list also buy. Their socks, caps and gilets
[20:55] also buy. Their socks, caps and gilets carry the same multiple and the gilet is
[20:57] carry the same multiple and the gilet is the tell. A cycling gilet is a rectangle
[21:00] the tell. A cycling gilet is a rectangle of wind fabric with a mesh back and a
[21:02] of wind fabric with a mesh back and a zip. Three seams. No version of that
[21:04] zip. Three seams. No version of that garment costs $140 to make.
[21:08] garment costs $140 to make. Squeeze the front panel of any Zelae. If
[21:10] Squeeze the front panel of any Zelae. If it crinkles like a crisp packet, that is
[21:13] it crinkles like a crisp packet, that is standard ripstop, available to anybody
[21:16] standard ripstop, available to anybody with a purchase order.
[21:17] with a purchase order. Number four, charges $155 more than
[21:20] Number four, charges $155 more than that.
[21:21] that. Number four, Pas Normal Studios, $350
[21:25] Number four, Pas Normal Studios, $350 for the Mechanism Pro Bib, $260 for the
[21:28] for the Mechanism Pro Bib, $260 for the standard Mechanism. $90 of difference
[21:31] standard Mechanism. $90 of difference between two shorts from one brand in one
[21:33] between two shorts from one brand in one collection for a lighter fabric and a
[21:35] collection for a lighter fabric and a slightly different pad placement.
[21:37] slightly different pad placement. The Danish look sells, muted colors,
[21:40] The Danish look sells, muted colors, architectural photography, a clean
[21:42] architectural photography, a clean sans-serif logo. Beautifully done and
[21:45] sans-serif logo. Beautifully done and completely disconnected from what
[21:46] completely disconnected from what happens between your sit bones and a
[21:48] happens between your sit bones and a saddle at hour four. Their fit on a tall
[21:51] saddle at hour four. Their fit on a tall lean rider is superb, and if that is
[21:53] lean rider is superb, and if that is you, the pattern is worth real money. If
[21:56] you, the pattern is worth real money. If you are 5'8" with a normal torso, you
[21:58] you are 5'8" with a normal torso, you are paying $350
[22:00] are paying $350 to look like a Copenhagen architect.
[22:03] to look like a Copenhagen architect. Now, number two on the worth it list,
[22:05] Now, number two on the worth it list, and it costs $315,
[22:07] and it costs $315, and I am still telling you to consider
[22:09] and I am still telling you to consider it.
[22:10] it. Worth the money number two, ASSOS, $315
[22:14] Worth the money number two, ASSOS, $315 for the Equipe RS Bib Short.
[22:18] for the Equipe RS Bib Short. In 1976, a Swiss engineer called Tony
[22:20] In 1976, a Swiss engineer called Tony Maier phoned DuPont about a patent and
[22:22] Maier phoned DuPont about a patent and put Lycra into cycling shorts for the
[22:24] put Lycra into cycling shorts for the first time.
[22:25] first time. Before him, professionals raced in wool.
[22:28] Before him, professionals raced in wool. By 1980, wool shorts were finished.
[22:30] By 1980, wool shorts were finished. >> [music]
[22:30] >> [music] >> In 1981, his skinsuit won the Grand Prix
[22:34] >> In 1981, his skinsuit won the Grand Prix des Nations.
[22:35] des Nations. In 1984, Laurent Fignon won the Tour de
[22:38] In 1984, Laurent Fignon won the Tour de France in his kit. Assos does not buy a
[22:40] France in his kit. Assos does not buy a catalog pad. They have been developing
[22:42] catalog pad. They have been developing their own inserts for almost 50 years,
[22:45] their own inserts for almost 50 years, and the S11 is the descendant of the
[22:47] and the S11 is the descendant of the original.
[22:48] original. $315 [music] is a lot. It is also the
[22:51] $315 [music] is a lot. It is also the only $300 price in this video attached
[22:54] only $300 price in this video attached to a company that invented the garment.
[22:56] to a company that invented the garment. Back to the countdown, and the top three
[22:58] Back to the countdown, and the top three are the worst offenders in cycling
[23:00] are the worst offenders in cycling clothing.
[23:02] clothing. Number three, Le Col, 12 million pounds
[23:05] Number three, Le Col, 12 million pounds of losses in three years.
[23:08] of losses in three years. The British brand founded by a former
[23:10] The British brand founded by a former professional, funded partly by ordinary
[23:12] professional, funded partly by ordinary riders through a crowdfunding round in
[23:14] riders through a crowdfunding round in 2017, sold to a private equity firm,
[23:17] 2017, sold to a private equity firm, then sold again in February of 2026 to
[23:20] then sold again in February of 2026 to the group that makes tennis rackets.
[23:23] the group that makes tennis rackets. Four months later, at the end of June,
[23:25] Four months later, at the end of June, it went into administration.
[23:27] it went into administration. Two days after the administrators were
[23:29] Two days after the administrators were appointed, the company was renamed
[23:30] appointed, the company was renamed Cadence 2026 number two limited. The
[23:34] Cadence 2026 number two limited. The crowdfunders, the riders who believed in
[23:36] crowdfunders, the riders who believed in it, had their shares sold for what the
[23:38] it, had their shares sold for what the filings call nominal consideration,
[23:40] filings call nominal consideration, without being consulted.
[23:43] without being consulted. Those are the same people who paid 200
[23:44] Those are the same people who paid 200 pounds a time for the bib shorts. Now
[23:47] pounds a time for the bib shorts. Now look at what you are about to spend on
[23:48] look at what you are about to spend on kit from a brand with investors. Number
[23:51] kit from a brand with investors. Number two, cost $400, and it is the most
[23:54] two, cost $400, and it is the most defensible price on the entire naughty
[23:56] defensible price on the entire naughty list.
[23:58] list. Number two,
[23:59] Number two, Q36.5,
[24:01] Q36.5, $400 for the Dota Rey Clima bib short.
[24:04] $400 for the Dota Rey Clima bib short. Now the defense. Good day, bind shima
[24:06] Now the defense. Good day, bind shima sama mama finna me, because they have
[24:08] sama mama finna me, because they have one. Everything is made in Italy, and
[24:11] one. Everything is made in Italy, and they publish the claim in full, which is
[24:13] they publish the claim in full, which is that production happens inside a 350
[24:16] that production happens inside a 350 square kilometer footprint around their
[24:18] square kilometer footprint around their headquarters in Bolzano.
[24:20] headquarters in Bolzano. The pad is their own two-piece design,
[24:22] The pad is their own two-piece design, not a catalog part.
[24:24] not a catalog part. Of every expensive brand here, this is
[24:26] Of every expensive brand here, this is the one where the money most plausibly
[24:27] the one where the money most plausibly reaches the garment. It is still $400
[24:30] reaches the garment. It is still $400 for shorts. Pinch the fabric on the
[24:32] for shorts. Pinch the fabric on the thigh. It is astonishingly thin, and it
[24:34] thigh. It is astonishingly thin, and it will not survive one meeting with
[24:36] will not survive one meeting with tarmac. [music]
[24:37] tarmac. [music] $400 gone in a two-second slide, which
[24:40] $400 gone in a two-second slide, which brings us to number one, and number one
[24:42] brings us to number one, and number one is not the most expensive name on this
[24:44] is not the most expensive name on this list.
[24:46] list. Number one, Rapha,
[24:48] Number one, Rapha, $350 for the Pro Team bib short,
[24:51] $350 for the Pro Team bib short, currently discounted to 227.
[24:55] currently discounted to 227. Now the accounts.
[24:56] Now the accounts. In the year to January 2025, Rapha lost
[25:00] In the year to January 2025, Rapha lost 15.6 million pounds.
[25:03] 15.6 million pounds. The year before, 19.7 million.
[25:06] The year before, 19.7 million. 35 million pounds of losses across two
[25:09] 35 million pounds of losses across two years and eight consecutive years in the
[25:11] years and eight consecutive years in the red.
[25:12] red. Revenue fell from 110 million pounds to
[25:15] Revenue fell from 110 million pounds to 96 million.
[25:18] 96 million. The owners, an investment firm run by
[25:19] The owners, an investment firm run by two Walmart heirs who bought the
[25:21] two Walmart heirs who bought the business in 2017, wrote the valuation
[25:24] business in 2017, wrote the valuation down from 169 million pounds to 67
[25:27] down from 169 million pounds to 67 million.
[25:28] million. 102 million pounds of value gone. Here
[25:31] 102 million pounds of value gone. Here is why that is your problem and not
[25:33] is why that is your problem and not theirs. Every one of those losses has to
[25:35] theirs. Every one of those losses has to be recovered somewhere, and the only
[25:37] be recovered somewhere, and the only somewhere is the price of a jersey.
[25:40] somewhere is the price of a jersey. Rapha makes good clothing. The core
[25:42] Rapha makes good clothing. The core range is well built. The repair service
[25:43] range is well built. The repair service is real. The club is a good idea. Nobody
[25:46] is real. The club is a good idea. Nobody is selling you rubbish. You are paying
[25:48] is selling you rubbish. You are paying premium prices for a company that has
[25:50] premium prices for a company that has not made money since 2016.
[25:53] not made money since 2016. So, that is number one for robbing you
[25:54] So, that is number one for robbing you blind. Now, number one for value, and it
[25:57] blind. Now, number one for value, and it costs $109.
[25:59] costs $109. Worth the money. Number one, Van Rysel.
[26:01] Worth the money. Number one, Van Rysel. $109 for the RCR 4 bib short. Currently,
[26:06] $109 for the RCR 4 bib short. Currently, 75. That is Decathlon, the supermarket.
[26:09] 75. That is Decathlon, the supermarket. And the same brand dresses a World Tour
[26:11] And the same brand dresses a World Tour team that races the Tour de France. Read
[26:14] team that races the Tour de France. Read that sentence twice.
[26:16] that sentence twice. The clothing brand at the bottom of the
[26:17] The clothing brand at the bottom of the price list is the one with a
[26:18] price list is the one with a professional team in it. While the
[26:20] professional team in it. While the brands charging three and $400 are the
[26:23] brands charging three and $400 are the ones filing losses.
[26:25] ones filing losses. Pull the leg gripper. It is a wide soft
[26:28] Pull the leg gripper. It is a wide soft laser cut band, the same construction
[26:29] laser cut band, the same construction Castelli uses. Check the pad. It is a
[26:32] Castelli uses. Check the pad. It is a multi-density insert with real
[26:34] multi-density insert with real perforation.
[26:36] perforation. It is not as refined as Assos. It is 80%
[26:39] It is not as refined as Assos. It is 80% of it for a third of the money, and it
[26:41] of it for a third of the money, and it has been for 4 years running.
[26:43] has been for 4 years running. Hand me $200 today and I buy two pairs
[26:46] Hand me $200 today and I buy two pairs of these and a Sportful jersey and spend
[26:48] of these and a Sportful jersey and spend the rest on tires.
[26:51] the rest on tires. So, here is the rule underneath all 32.
[26:54] So, here is the rule underneath all 32. Quality does not set the price of
[26:56] Quality does not set the price of cycling clothing. What sets the price is
[26:58] cycling clothing. What sets the price is how much the brand has to recover. A $6
[27:01] how much the brand has to recover. A $6 pad, a commercially available Italian
[27:03] pad, a commercially available Italian fabric, and a shared factory become $80
[27:05] fabric, and a shared factory become $80 or $400 depending entirely on how many
[27:08] or $400 depending entirely on how many investors are waiting at the other end.
[27:10] investors are waiting at the other end. So, before you spend another $300, do
[27:12] So, before you spend another $300, do the drawer test. Turn your best shorts
[27:15] the drawer test. Turn your best shorts inside out and find the pad. If that
[27:17] inside out and find the pad. If that label says Elastic Interface, you
[27:19] label says Elastic Interface, you already know what it cost. Then tell me
[27:21] already know what it cost. Then tell me two things below. Which brand on that
[27:23] two things below. Which brand on that list are you still buying? And which one
[27:25] list are you still buying? And which one did I put in the wrong half?
[27:28] did I put in the wrong half? If this annoyed you, the next video
[27:30] If this annoyed you, the next video finishes the job because the same trick
[27:32] finishes the job because the same trick runs through the frame underneath you.
[27:34] runs through the frame underneath you. Everyone knows carbon is faster and
[27:36] Everyone knows carbon is faster and aluminum is cheaper. The wind tunnel
[27:38] aluminum is cheaper. The wind tunnel numbers and the ride data say something
[27:40] numbers and the ride data say something a lot less comfortable than that. And
[27:42] a lot less comfortable than that. And most riders have bought the wrong one
[27:44] most riders have bought the wrong one twice. It is the perfect complement to
[27:46] twice. It is the perfect complement to this list, and it is on the screen right
[27:48] this list, and it is on the screen right now. Click it, and I will see you
[27:50] now. Click it, and I will see you inside.

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