Endura started out in Edinburgh in 1992 as a mountain bike brand but have since expanded into the road market and now the've launched their first urban collection.
The new range "combines functionality with subtle, contemporary, office-compatible chic", according to Endura, with the idea that it's clothing which can be worn both on and off the bike.
The launch range covers enough bases to kit out a rider from head to toe. Highlights include the Urban Shell Jacket (£79.99); a seam-sealed jacket made of 2.5-layer waterproof and breathable fabric which packs down to what Endura describe as a "compact size". Features include a dropped tail, elasticated arm cuffs, adjustable hood and reflective trim.
The Urban Softshell Jacket (£99.99) is more geared to life off the bike. Endura promise that it will be your "best companion in every-day life, whether you are on or off your bike, whether you are heading to the office or to the pub." Endura say its made from a lightweight, waterproof, breathable and stretchy softshell fabric with a microfleece lining.
Meanwhile, the Urban Stretch Pants (£59.99) and the Urban Stretch Shorts (£49.99) are made from a durable, four-way stretch fabric which is designed to offer freedom of movement on the bike. A slim fit with extended back rise and lower front rise has been cut for a comfortable fit for when cycling.
Otherwise the range includes a Merino long sleeve jersey (£55.99), Merino short sleeve polo shirt (£49.99), leather gloves (£29.99), socks (£12.99 for a twin pack) and a cap (£18.99). The urban range is available through Endura dealers now.