Cycling kit prices are outrageous – but it doesn't need to be that way

We’re living in a time of cost-of-living rises, global economic uncertainty and incoming tariffs – and the bike industry isn’t isolated from that.

During this period, we’ve seen Giant, Merida, Specialized, Rapha and many others post less than impressive financial results.

At the same time, it seems prices for everything related to cycling are on the up. Bikes and components are one thing, but the escalating price of the clothes on our backs and the shoes on our feet has been troubling me.

Back in 2009, I felt somewhat naughty spending £130 on a pair of limited-edition Rapha ¾s that matched my bike. Today, I’d be spending twice as much on the same kit.

Up, up and away

In recent months, we’ve seen Specialized launch a new shoe that costs the best part of £500 and numerous helmets breaking the £300 barrier. Jackets and shorts are hitting new price-point heights, too.

How can this be? Cycling shoes are technically clever designs, but they’re (aside from very few examples) basically plastic uppers glued to a plastic sole. Can you imagine being asked for nigh-on £500 for a pair of faux-leather dress shoes?

Cycling helmets are essential safety items, but at their core, they’re a polystyrene-formed shell with a vacuum-formed plastic cover. So, essentially, you're being asked for £300 for a plastic hat.

It’s the same with most road cycling clothing. Pretty much universally, it's polyester yarns and printing – not exactly ‘premium’ in the grand scheme of things.

No matter what biometric designs, aero-weaves, and quick-drying and high-breathing tech premium brands say they're using, I don’t think most can justify their high prices.

Brands rule across pretty much every consumer choice and I’m just as much of a participant in this as anyone else. With my own hard-earned money, I choose certain brands over others, be it down to their perceived cool-factor, premium status or because they align with my sensibilities.

For example, I know a relatively cheap quartz watch will have an accuracy of +/- 20 seconds a month, whereas the most premium Rolex will vary by around +/- 2 seconds a day (equating to around +/- 60 seconds a month). I still covet the Swiss watch with the crown logo, however.

It’s the same with bike clothing. Rapha, MAAP, Q36.5, Pas Normal, Castelli and ASSOS have more status draw than Decathlon, Altura, Madison and Pinnacle. Do the prices really have to be quite so inflated, though?

I’ve looked at some of the most noteworthy bits of kit over the last year, at both ends of each brand's spectrum, and the prices are shocking.

So, if you want the premium kit, you're looking at £1,751 to clothe yourself in one outfit, purely for summer riding. If we add equivalent prices for winter kit, the total rises to £2,870.

If, like me, you ride multiple times a week, you’ll probably need more than that. The cost gets astronomical.

For that money, you could buy Cube’s impressive Attain C:62 SLX endurance bike, fitted with Shimano 105 Di2 R7100 and Newmen carbon wheels and have £371 in change.

Even if you opted for my more affordable shopping list, it's still £698 for summer and £1,285 for all weather. Or you could spend £1,200 of that total and try out gravel riding on Boardman’s GRX-equipped ADV 8.9 and still have £85 in your pocket.

Shopping smart

Some brands do strike a good balance. Endura moved into the professional-level kit world, yet still maintains a good range of technical clothing at much more affordable prices. Santini’s 365 ranges are available all-year round and offer good-quality basics.

Even Rapha's Core range offers better value and some quality options.

One of the reasons for clothing’s ridiculously high prices is that it's so seasonal. Just like the fast-fashion industry, it relies on people clamouring for this year’s colours, even if the fundamentals of the clothing have hardly changed. So, look out for season changes, which bring huge discounts.

Plan ahead

It means planning ahead and not worrying that you don’t have quite the right shade of muted earth tone jersey for next winter's gravel rides, or you may not look quite ‘this season’ with your road-riding buddies.

For example, I’ve found Castelli’s Pro Thermal mid jersey recently discounted to £44 from £110, a massive 60% reduction. The legendary Gabba ROS 2 S/S is down to £147 from £210.

Rapha’s (and other brands') archive sales throw up plenty of relative bargains, too.

More value-driven brands such as Decathlon and Madison have upped their game in recent years and currently make some of my favourite gravel kit at really good prices. 

dhb has also been revived as a brand after the fallout of the Wiggle collapse. New owners, Frasers Group, have started up the looms and restarted production on some of dhb’s best designs, including the highly regarded Aeron range.

I’m all up for suggestions on great clothing at realistic prices, so let me know of any good-value gems you’ve found in the comments below.