Sir Bradley Wiggins will ride the UCI Hour record in London in June. The venue was announced in a press release from Rapha  revealing details of a global joint venture that will initially see the London-based cycling clothing firm supply the kit for the team being launched by the four-time Olympic champion.

Since 2013, Rapha has supplied Team Sky’s kit, and the 2012 Tour de France winner will ride his final race for them at Paris-Roubaix in April before joining Team Wiggins as he begins his preparations for Rio 2016 where he is aiming to ride the team pursuit.

While the team’s roster is exclusively British, according to a press release from Rapha, both parties “share a desire to transform the sport globally by engaging and inspiring more young riders and searching for the next generation of racers around the world.”

The company adds that over the next three years, it will be expanded into a wider clothing rangeand that the kit will be on sale to the public ahead of Wiggins’ planned attempt on the UCI Hour record this summer. More information is available on the Rapha website.

“I’ve got to know the Rapha team well over the last few years at Team Sky; they’re serious about design and they love cycling almost as much as I do,” said Wiggins.

“I want a range of kit that looks great but is also functionally practical for today’s cyclist in all their different shapes and sizes, and I know Simon and the team at Rapha will do the business.”

Simon Mottram, founder and chief executive of Rapha, said: “Sir Bradley Wiggins is one of the very few cyclists who transcend the sport.

“He combines world-leading performances on the road and track with a love of the culture and history of cycling and the charisma to inspire cyclists, fans and the general public.

“It’s flattering and extremely exciting to be working with him.”

There's an explanation about the background to the kit on the Rapha website.

Using the rich heritage of British cycling, and taking inspiration from Sir Bradley’s global ambitions for the sport, Rapha is proud to have designed the WIGGINS identity and the kit that the WIGGINS team will wear in competition.

Taking design inspiration from road racers like Tom Simpson and Robert Millar, and also other British cultural icons Bobby Moore and The Who, both logo and jersey represent the style, heritage and dynamism of the British pioneer.

As a number of people have pointed out on social media, including Justin Belcher in a comment on road.cc's Facebook page, the kit also has a strong similarity to the one sported by Great Britain during the 1980s.