From 2019 - 2021 Rapha ran Rapha Custom, offering customers the ability to design their own Rapha cycling kit. Users could choose between a ‘self-service’ option where they could design their own kit online or a bespoke service, where they would work with Rapha designers to create a kit design.
Rapha selected Unmade as their technology partner for the online kit design arm of Rapha Custom. Unmade’s technology solution for teamwear delivers a seamless process from design to manufacture, allowing brands to maintain brand identity for custom product and provide an interactive design experience to users.
The UnmadeOS configurator was embedded into Rapha Custom’s team shop and provided easy to use templates as starting points and logo upload functionality to a full range of team kit.
Uniquely positioned against other tools of this kind, the platform captured riders’ imagination by showing previews of their designs, on a model and on location, all shot with Rapha’s signature creative direction.
Rapha is very creative in their aesthetic in terms of the photography we use and the visual identity we wanted to keep. The way that Unmade could ensure that remained in Rapha’s control was really important to us.
Following consumer purchase, UnmadeOS automatically generated a production ready print-file and paperwork, removing the requirement for any further manual artworking in the factory.
Founded by Simon Mottram in London in 2004, Rapha exists to make cycling the most popular sport in the world. For 15 years, Rapha has been making the finest cycling clothing and organising rides and events for passionate cyclists around the world. Shared expertise and passion for the sport have led to an unparalleled product that performs in all temperatures and weather conditions.