....but I just can't help it.
You know when one of those brands comes along that is so studiously cool and, frankly, up it's own arse that you want to shake it and tell it to lighten up but then you look a bit closer and you start to get it and then you buy some stuff, for research purposes, clearly, and then you like the stuff so much you buy a bit more and then you start to feel that it might not be so bad to be smug after all and then you have to defend your choice to all those naysayers and the brand just keeps on getting smuger and cooler and you're torn because you love it but don't want to fall for the hype and the promise of a cycle-style that can never be yours when you're riding to the railway station in the rain rather than the in the crew of the Continental but you just want to feel that when you don that jersey you could be one of them and then you wish that you hadn't fallen for it but you have, hook, line and sinker and then they give you a sneak peek at the new season's stuff and you fall all over again and you just want more.
Do you ever get that?
Look at this awesome short film and tell me your heart doesn't beat just a bit faster and you don't want this in your life. They're men and I still want it. Now look at this one and imagine you're in that jacket, riding that mountain. I defy you not to fall in love.