Meaningful Collaboration with Werkhuizen MIN
Julian Alaphilippe is bringing his cycling career to a close. This also marks the end of ALAFPOLAK, his own brand, and of our partnership. For six years, we worked together to build that brand: from design and production to the online store and logistics. It’s time to look back, with a smile and a lump in our throats.
It all started with a phone call in 2019
In 2019, Julian's management team contacted us for the first time. The question was: Would we be interested in developing a merchandise line for Julian? Julian and his team were fans of what we were doing with The Vandal.
An agreement was reached very quickly. And it didn’t stop at designing a single collection. We took on the full rollout of his brand, from A to Z: design, production, online store, and logistics. Always in close collaboration with the champion himself.
In 2020, we made it official, and we also launched our first collection and online store right away.
A cyclist who's a bit off his game
Why Julian? Because he fits perfectly with our philosophy. A super-friendly guy with a lot of talent—and a bit of an edge. An atypical cyclist with a strong rockabilly vibe. Exactly the kind of rider The Vandal stands for.
ALAFPOLAK: Not your typical merch
We didn't come up with the name ALAFPOLAK. It was already Julian's nickname in the peloton and the name of his Instagram account long before our collaboration began. Where exactly does it come from? You'll have to ask him that yourself.
The first collection was released in the spring of 2020. It centered mainly on his new logo, with a strong emphasis on his performance in the previous year’s Tour de France. Our goal was clear: not just ordinary sports hero merchandise, but sports merchandise combined with authentic street fashion.
Close ties with the champion
I always had a very direct line of communication with Julian. That made it great to bounce ideas off each other about designs and model choices. Julian also modeled for the collections himself, along with his wife Marion.
We were given a lot of freedom, but we always greatly appreciated his honest and, above all, enthusiastic feedback.
Behind the scenes, Julian is exactly as you’d hope: incredibly likable, always straightforward, caring, and without a trace of arrogance. He’s the darling of the French people, and rightly so.
A photo shoot, a little body, and a Chimay Blue
My fondest memory? Without a doubt, the photo shoot after his second world title. When we arrived at his parents’ house, Julian welcomed me and photographer Sigfrid Eggers—whom he knew well from the team—with great enthusiasm. He immediately pulled me inside and proudly showed me that his little son was wearing a The Vandal bodysuit.
The shoot itself was short and sweet, but as always, fun and full of humor. Afterward, we went back to his parents’ house, where Julian proudly showed off his collection of strong Belgian beers. After a Westmalle and a Chimay Blue, we ended the day feeling light-headed and satisfied. A great day.
Vandal caps in the peloton
Another moment to cherish. The team required us to always wear our team uniforms when we were together. Still, we regularly saw Julian walking around in his Vandal caps and beanies. Time and again, it was a moment of pride: a champion wearing our gear because he wanted to.
See you later, champ
With Julian’s retirement as a cyclist, we’re also closing the chapter on ALAFPOLAK. For six years, we had the privilege of sharing a bit of his energy, courage, and love of racing with his fans behind the scenes. It was a privilege.
Julian, thank you for your trust, your sense of humor, and all the wonderful moments. Thank you, Loulou. And to all the fans who wore ALAFPOLAK: thank you for being part of this story.
