What's causing rubbing

I had my old tourer for more than 20 years and picked up a brand new Dawes Sportif on Friday.
When I was riding it into the garage I noticed a rubbing sound similar to brakes rubbing.
When my weight is off the bike all is ok, wheels spin silently etc. if I put any weight on the bike it's back again ?
It's really hard to identify without a rolling road and another observer.
I'd pop back to the dealer but it's a 250 mile round trip
Any ideas ?
When I was riding it into the garage I noticed a rubbing sound similar to brakes rubbing.
When my weight is off the bike all is ok, wheels spin silently etc. if I put any weight on the bike it's back again ?
It's really hard to identify without a rolling road and another observer.
I'd pop back to the dealer but it's a 250 mile round trip

Any ideas ?
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Posts
If when pedalling, check for things like shoes rubbing on cranks, clothing against frame/saddle bottle cage etc.
Turned out it was my thighs gently massaging the side padding of the saddle
I believe that particular steed comes with mudguards. Anything in that department?
Off the bike, everything ran smoothly; on it an occasional rubbing sound. Opening up the brake caliper made no difference (except I nearly fell off trying to do it on the move!
In the end, I adjusted the brake blocks by moving them down a bit on the rim and the noise went away, so I assume it was something to do with the blocks rubbing against the tyre.
Could be that?
Fast and Bulbous
Peregrinations
Eddingtons: 80 (Metric); 60 (Imperial)
2004 Marin Muirwoods Hybrid
Trax T700 with Lew Racing Pro VT-1 ;-)