Could you elaborate a little further? What make's it not cycle kit? It looks like a commuter jacket to me.
OK. If you take a look at the
Rapha Men's Jackets page you may or may not agree with me many of these do not look like cycling jackets. Even Rapha describe them as "performance sportswear." The one in the OP is described as a rain coat. There are several smart jackets Rapha describe as good for commuting, I'm happy to accept they are but personally I wouldn't commute in something as good looking as these jackets. I used to commute 36 cycling miles round trip daily by bike and train. I very much doubt these jackets would have stood up to that wear and tear or been comfortable for me over those distances.
It's just a personal opinion. I wouldn't spend £695 on a rain coat but if I was to the one in the OP looks like a good possibility..........as a rain coat, not a cycling coat.
It makes me wonder if Rapha's direction is to move away from cycle specific clothing or at least add more fashion related clothing to the range.
Locally we're lucky to have Lusso who, in my opinion produce better kit at a more reasonable price. Lusso customer service is superb, my one experience with Rapha shows the same can't be said of this company. Lusso is available nationwide online.