Technical cycle apparel

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Endura was born in 1993, with a focus on low-key, timeless performance instead
of slavishly following whatever was flavour of the month. Looking back through
the archives, we’re happy we’re on the right side on that one…
Along with other iconic British brands, Endura has stuck firmly with its original
ethos, and for us that means performance and reliability. Our original items may
have lacked style on occasion, but nothing ever went out the door that didn’t do
its job, and do it well.
Based in Scotland, we’re never too far from a hill or two and never have to wait
too long for testing conditions. Scotland is nature’s climatic testing chamber, so it
never takes us too long to figure out what works and what doesn’t. As is said in
Scotland, “there’s no such thing as bad weather, just the wrong clothing”.
Everyone that works at Endura in product, sales and marketing rides, so we
are never short of testers, ideas or opinions. Some of the team are elite riders,
some hold records and, of course, we have the whole Team NetApp-Endura
Pro Continental road team to deliver intensive feedback from a pro racer’s
perspective. Our family of off road riders includes ex World Champions, Gold
Medalists and a host of national champions across a range of disciplines.
Born in Scotland - ridden Worldwide.
Bart Brentjens Team Superior, Tracy Moseley, Oli Beckinsale, Chris Smith and the
Endura NZ Racing Team all count on Endura for their performance cycle apparel,
whatever the conditions and wherever they find themselves riding.
However, just as important, some of us are, well…pretty crappy riders that
have never won anything in their lives. It doesn’t matter. We all feel the urge to
escape out on our bikes in all kinds of weather and on all kinds of terrain, testing
ourselves and our kit to our own limits. We share with them the same spirit of
participation and the sense of perseverance beyond any logic that is the essence
of what makes cycling such a unique sporting democracy. We just do it slightly
slower and with a bit less style.
When you ride in any piece of Endura kit you will feel the benefit of all that
testing and input from the elite professionals, but perhaps more importantly
by the real people treating the kit like real people do. With this simple, no-fuss
outlook on delivering kit that real world riders can rely on, Endura has grown
from a local hero in Scotland to being sought out by riders around the World.
We are real cycling.