Luke Scheybeler - Rapha


Scheybeler founded Rapha in March 2004 with Simon Mottram. In his role as creative director, Scheybeler led Rapha's creative output and oversaw the creative teams. He was responsible for the company’s overall image including managing the brand, marketing communications, photographic art direction and in-store design. He set the strategy for, and designed, the Rapha website. Despite having no previous background in fashion design, he oversaw creation of the product range and led the detailed design of all products including clothing, accessories, luggage and publications. Scheybeler was also jointly responsible for marketing strategy, business planning, board-level management and company leadership.

In 2007 Scheybeler designed a jersey with British menswear designer Paul Smith to celebrate the London start of the Tour de France. In 2008 he worked with British tailor Timothy Everest on a bespoke three-piece suit designed for cyclists. Whilst at Rapha, Scheybeler set the design direction for Rouleur Magazine, Rapha's cycling journal, and art-directed The Great Road Climbs of the Pyrenees, a collaboration between Rapha and the writer Graeme Fife.

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