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We exist to challenge the limits of what's possible.

We exist to challenge the limits of what's possible.

Founded in 2016 by 5x Canadian National Cyclist Rob Fraser, endūr is a performance apparel brand created to acknowledge adversity in the pursuit of progress and celebrate the journey rather than the end result. From humble beginnings as a basement operation, endūr has grown into an innovative brand that fosters a community where everyone, no matter their starting line, feels empowered to challenge the limits of what’s possible. At our core, we believe in the power of compound improvement, with an athletic mindset serving as the ultimate foundation to build. Every day is an opportunity to show up and work towards your goals.  

YOU GOT THIS.

PERFORMANCE.

We represent a growth mindset collective in constant pursuit of raising their personal bar. We aim to ignite and elevate a community of ambitious individuals with our mantra: YOU GOT THIS.

PERFORMANCE.

We represent a growth mindset collective in constant pursuit of raising their personal bar. We aim to ignite and elevate a community of ambitious individuals with our mantra: YOU GOT THIS.

IMPACT.

We are committed to creating our products more sustainably while making a positive impact in the communities we serve. We accomplish this through continuous innovation, meaningful partnerships, sustainable operations, and creating opportunities for students and ambassadors that share our values.

IMPACT.

We are committed to creating our products more sustainably while making a positive impact in the communities we serve. We accomplish this through continuous innovation, meaningful partnerships, sustainable operations, and creating opportunities for students and ambassadors that share our values.

EXPRESSION.

We recognize that everyone’s journey looks different, and we celebrate that uniqueness by creating products designed for your individuality. We believe that when you show up as your most confident and authentic self, the world becomes a better place.

Learn more about our socks

EXPRESSION.

We recognize that everyone’s journey looks different, and we celebrate that uniqueness by creating products designed for your individuality. We believe that when you show up as your most confident and authentic self, the world becomes a better place.

Learn more about our socks

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