Rapha, the British cycling brand, and Bang & Olufsen, who need no introduction, have collaborated to produce a special edition pair of B&O's Beoplay H6 headphones.
The philosophy, or should that be marketing, behind the product is, that cycling is a very solitary sport, which requires a great deal of focus, and superhuman feats of endurance, the right kind of track before a ride can put you in the right frame of mind, the right kind of track while cycling can motivate you to go the distance, and relaxing music after a ride can help you to mentally unwind.
In reality, this is of course true of any sport, and not particularly more so with cycling. If anything running deserves this spiel more than any other. Not to mention the fact that no sane person would undertake sports with over the ear headphones on.
However, all this aside, the collaboration has brought a very attractive limited edition variant of the H6 headphones. Decked out in the exact same black African hair sheep leather that Rapha's high performance racing gloves use, and perforated also, and the speaker covers and cord featuring Rapha's signature pink, they are a seriously stylish, sporty pair of headphones.
The best bit? There is no premium. They are available now for the exact same £329 as the non limited edition pairs.