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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.

Endura has been consistently selected as a clothing partner by the world's best road, mtb and triathlon teams and cyclists. Endura's collaboration with leading experts in aerodynamics or bicycle adaptation ensures a product that is constantly at the forefront. Pilot tests around the world are combined with sessions in a high-tech scientific laboratory to achieve significant improvements in aerodynamics, temperature regulation and comfort in all conditions. Improvements have been achieved through painstaking wind tunnel sessions, with over 70 different fabric prototypes, to offer the maximum advantage at the speeds experienced in competitive triathlon. Endura displays a proud Scottish heritage and solid roots in mountain biking. In Endura, they never go the easy way, but only ever think about the next part of the journey.