An Inside Look at Rapha

While “stay curious about everything” might appear to be the most quotable line from the new Apple-produced, iPhone-shot mini-doc about Rapha head of design Alex Valdman, it’s most certainly not the only important takeaway. “That’s what design is. It’s not creating a product, it’s the process that you go through. It’s not the final thing, but how you got to that final thing,” Valdman shares in earnest. The designer’s insights are coupled with striking imagery of his life, work and commute. Altogether, it’s a small window into the mind of someone producing excellent performancewear for cyclists.