Endura is not just a brand for cycling gear – it is a philosophy, an engineering mindset, and a companion for everyone who rides because they can't live without it. Since 1993, the brand has inspired with clothing that lasts. Created in the heart of Scotland by people who ride, fall, get up, and keep going, Endura has become a symbol of durability, innovation, and culture. It's time to look behind the seams and tell the whole story.

How It All Began

In 1993, in Edinburgh, Scotland, Jim McFarlane – an avid cyclist – was left without gear during a race. Disappointed by the quality of existing products, he decided to create a new type of clothing – ones that don’t give up. This is how the first MT500 shorts appeared – extremely durable, practical, and designed with real riding in mind. From the very beginning, Endura relied on an engineering approach, real-world testing, and creating products that last for years.

Renegade Progress – The Philosophy Behind the Brand

Endura does not follow trends – it creates them. Its internal philosophy is called Renegade Progress – a refusal to accept limits as given. This means continuously searching for better solutions, materials, shapes, and functionality. Every new product is the result of dozens of tests, ideas, and real trials on the trails of Scotland and around the world.

Innovation and Technology

From the first durable MT500 products, through the Clickfast™ system for internal padding, to the gravel GV500 line and the aero-road Pro SL series – Endura always relies on modern technologies. The brand was the first to create apparel for world aerodynamic records. It works with athletes, scientists, and racing teams to offer solutions that not only look good but also genuinely improve performance.

Riding with the Best

Endura partners with Movistar Team – one of the strongest teams in world road cycling, as well as with names like Danny MacAskill, Atherton Racing, and Graeme Obree. These collaborations are not just for advertising – they are a driving force for innovation. Together with them, the brand creates unique products that meet the highest demands in real conditions.

Sustainability: Nature Is Not a Background – It Is the Trail

Endura believes that sustainability is not a choice but a duty. The brand uses recycled materials, applies PFC-free coatings, creates long-lasting products, and offers repair services to extend the life of the gear. Every new collection aims to be more environmentally friendly without compromising quality and durability.

Culture and the People Behind Endura

The team behind Endura is made up of real riders. People who test every new development not in a lab but on the mountains. The office in Scotland often becomes the starting point for another field test. The company has no unnecessary hierarchy – there is passion, freedom, and great respect for detail.

“We started Endura with the belief that we could do it better – to create gear that won’t let you down when you need it most. That still guides us today.” – Jim McFarlane, founder of Endura

Today and Tomorrow

Endura doesn’t just create gear – it creates culture. For people who believe cycling is not just a hobby but a way of life. With the philosophy “Aye, y’can” – "Yes, you can" – the brand continues to push boundaries and outfit generation after generation of riders who never give up!

See the entire Endura collection from DragZone here.