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 have carried the brand from a Scottish local hero to a global market leader.

Endura has been selected consistently as a clothing partner by the world's top teams and riders on the road, mtb, and triathlon. Their collaboration with leading experts in other fields such as aerodynamics and bike fitting ensures the product is constantly on the cutting edge.

This level of performance product isn't reserved exclusively for the pro's. Trickle-down is evident throughout the Endura range, with several products in the Pro SL collection having evolved directly from WorldTour experiences.

Just as important as these big names are the Endura staff, who ride bikes and more importantly have a genuine passion for the sport and the products we produce. This shared passion creates a rich internal feedback stream which also plays an important role in the progression of the range ensuring the kit works for riders and pros alike.

At Endura we never take the easy route, never complacent, we are always thinking about the next part of the journey.

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