Sir Brad models the new Team Sky kit for 2013, designed by Rapha, flanked by Edvald Boasson Hagen and Ian Stannard in their respective Norwegian and British National road champ strips.

Gone is the blue band on the chest, banished to the left arm - a nod to Rapha's signature white arm band.

The jersey and the rest of the Team Sky range goes on sale on Friday 4th Jan via the Rapha website and selected stores and outlets.

To mark the unveiling, Simon Mottram, the founder of Rapha, published the following open letter:

"I have always been captivated by the sport of road racing; the riders, the races, the landmarks and the stories have fascinated and inspired me in equal measure. From the day Rapha launched in July 2004, we have sought to bring the beauty, suffering and glory of this wonderful sport to more people and to honour it with the finest cycling products and services.

Today, I am proud to mark the start of Rapha’s official partnership with Team Sky, the world's number-one professional racing team. This partnership, bringing us closer to the races, riders and drama at the highest level of our sport, is an incredible opportunity.

I have known Team Sky’s principal, Dave Brailsford, since he first began to establish the team he presides over today. His progressive philosophy and drive within the sport resonated with me then and continues to serve as an inspiration. For Dave and his team to have chosen Rapha as their clothing partner is the best possible endorsement of the quality and performance of our products.

The success and enjoyment we’ve had working with the Rapha Condor and Rapha-FOCUS teams in recent years has set us up for this next step. We remain committed to continuing those relationships, just as we look forward to forging more through this exciting new partnership.

The richness of insights and experience that will come from working with the complete team of riders, directors and staff at Team Sky will help us develop our products to new levels and help create an even greater connection with fans of the sport. Just as we have always done for our customers, we look forward to continuing to improve performance and style, both on and off the bike, for the riders of Team Sky.

It’s going to be an amazing ride."