Endura Cycling Apparel

Endura was founded in Scotland in 1993 by Jim McFarlane, born out of a desire to create high-performance cycling kit that could withstand the rugged conditions of the UK. The brand quickly became a staple in the cycling community, known for its durable mountain bike and road cycling gear. While the brand maintains a strong identity rooted in its Scottish heritage, its manufacturing processes are distributed globally, with products made in multiple countries including the United Kingdom and various locations in Asia.

In 2018, Endura was acquired by Pentland Group, a major British global brand management company. This acquisition integrated Endura into a portfolio that includes other famous sports and outdoor brands. As of 2026, Endura remains a key part of the Pentland Group, continuing to innovate in protective cycling equipment and technical apparel while leveraging the retail and distribution expertise of its parent company.