Endura was founded in Scotland in 1993 with a no-nonsense commitment to advancing the performance and function of cycle apparel for all.

As a maverick brand, it immediately launched a host of novel and challenging products that have gone on to earn iconic status globally and in many cases reset the benchmark of function and durability for the industry. This philosophy and disruptive innovation has carried the brand from Scottish local hero to global market leader. At Endura they never take the easy route, never complacent, they are always thinking about the next part of the journey.

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