Founded in Edinburgh, Scotland in 1992 by keen club cyclist Jim McFarlane. Endura's goal was to produce cycle clothing that was focused on function and longevity without cutting corners on material and construction. It's this enduring ethos that still permeates throughout the company today.

Their first offering was the MT500 range of shorts, tights and jerseys which were launched into the market at the time when mountain biking was growing rapidly in popularity. The range was an instant success and established the brand almost overnight as the choice of clothing for the new breed of mountain bikers. Now Endura have grown to become the largest and most acclaimed cycle clothing supplier in the UK. 

The company currently manufactures both with partner companies and also in its own custom built 32,000 square feet (3000 sq m) facility in Livingston, Scotland. They work closely with a number of sponsored elite road, track and MTB cyclists to develop and refine products, of particular note is their position as official clothing supplier and sponsor of the Scottish Cycle Team (which includes Chris Hoy, winner of 3 gold medals at the Beijing Olympics in 2008).