Why Does Rapha Eschew Helmets?

Simply stated Rapha makes great cycling gear. Pricey, but well made and well engineered and very stylish. Rapha stuff has a certain elan that they've carefully crafted and nurtured over the years. They exude this particular style and attitude and while not seemingly being overtly elitist, wearing Rapha gear does convey a certain panache for the good life (within and outside of cycling). I'm sure that Rapha attracts a high percentage of style conscious poseurs who probably spent more on their outfits than on any bikes (if they have one), but I repeatedly find their stuff is at the top of my must have list. The new Rapha super light weight jersey shown above has just snuck onto to my list - perhaps a few well placed hints are in order as Father's day approaches.

Getting to the point of this post, why is that in their singular pursuit of style and 'tude, can't they have their models/riders/poster boys wear helmets, particularly when they're shown riding? Peruse their site, or get on their email list and you won't see many brain buckets (except perhaps for shots from the Rapha's race events). Recently they seem to be making a concentrated effort to cultivate the urban, fixed gear crowd, where (at least in New York and San Francisco, where not wearing a helmet - or obeying any traffic law - is de rigueur). If Rapha can market yak skin road shoes, couldn't they create a "Paul Smith" cycling helmet (a pink one at that).