Doyenne Studio

A photo and video campaign for Endura, a Scottish mountain bike brand, following riders through their day, from BMX spots in the streets to MTB trails in the hills. The focus is on how the clothes hold up across all of it without needing to change, built with riding in mind, but at home everywhere else too.

Captured with real people from the community in real riding locations in Glasgow and its surroundings, showing the community as it actually is, moving naturally between urban and outdoor environments. 

Forty1Thirty is Endura's answer to clothing that works on the bike and off it, designed with both MTB and BMX riding in mind, but built to carry through the rest of the day without looking out of place. The fabrics are durable and technical, drawn from Endura's background in performance cycling, but the cuts and fits are casual enough for everyday wear.