Endura
Endura, a leading brand in bike apparel and accessories was founded in Scotland in 1993 by a keen club cyclist (Jim McFarlane) who set out 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’s no nonsense brand values are epitomised by their rider Danny MacAskill. Although his films may have been watched online by tens of millions of people,he is the very last person to behave like a superstar. Endura and Danny MacAskill share a proud Scottish heritage and strong mountain biking roots. It is a powerful, self-confident partnership but also great for Scotland and reinforces Scotland’s position as a hub of biking excellence.
Endura’s passion for bikes creates a rich internal feedback stream which also plays an important role in the progression of their product range, ensuring the kit works for riders and pros alike.
Over the course of its history, the company has won numerous magazine "product awards", numerous industry awards, including the Eurobike Design Award for clothing in 2007 and 2009. Never taking the easy route, never complacent, Endura are always striving for the best! We hope you can find something from the awesome Endura range here at Hoops that suits your needs!