Sometimes, when I'm out riding and should be thinking hard about serious work or domestic-related matters, I find my mind wandering to the more esoteric reaches of bike culture semiotics.
Today was a case in point. What, I wondered, lies behind the increasing and mysterious popularity of white Assos kit?
Not as trivial a subject as you might think. Our choice of clothing, how we present ourselves to others, is never insignificant.
Before the Industrial Revolution, pale skin was a clear indicator of wealth or breeding. Relatively simple to decode, white hands and face said:
"I do not have to toil all day in fields under a boiling sun, or stoke fires in someone else's house." Fine clothes in delicate fabrics reinforced the message, but a milk-like complexion was the real giveaway.
Things changed of course, first with the arrival of factories and offices which took many of the working classes inside to labour; and later when the rich discovered summers on the Cote D'Azur and private yachts. A perfect tan announced that its owner was a person of leisure, an international jet-setter.
Package tours and St Tropez spray booths have disrupted that particular piece of symbolism, but the underlying principles still apply.
When I started cycling, shorts were black. The occasional coloured side-panel was tolerated but anything more guaranteed you the role of club laughing stock. I once turned up to a Sunday run wearing red Giordana tights (our jerseys were red and white) and the cruel Rudolf Nureyev jibes and Santa jokes continued for months.
The drawbacks of white -- or very pale -- cycling clothes are well known: they make you look fat and emphasise your privates.
Plus, on the simplest level -- you need somewhere to wipe your hands. When your chain comes off or you need to change a tyre, a pair of black shorts are very effective hand cleaners.
So the not-so hidden message of white Assos (and its marginally cheaper cousin white Castelli)?
"My bike is very expensive and very new. In the unlikely event of anything going wrong, I shall simply call a man to fix it. I have no intention of riding in the rain or getting a puncture. And anyway, I can afford to buy lots more new shorts at £90 a pop if these ones get dirty."
So now you know. Glad to be of service.