The project is already under way in Mozambique, where the local community is planting mangroves – water-thriving trees that are thought to absorb large quantities of carbon. A further 80,000 birch trees are also being planted closer to Endura’s home in Scotland.The promise is one of several ways in which Endura aims to be a positive driver of change. Its cycling kit has been free of PFCs (per- and poly-fluorinated chemicals which are harmful to the environment) since 2018. It also offers a repair service to encourage customers to extend the life of their clothes, and 1% of its profit goes to charitable causes. But the company admitted there is still a lot of work to be done.

“The reality of our brand’s environmental impact lies in three main areas,” said Pamela Barclay, Endura co-founder and brand director. “The dyeing of fabrics, the energy required to run factories, and product end of life.” “The one thing we must focus on now is the climate emergency,” added managing director Jim McFarlane. “Once the ice caps have melted you’re not going to refreeze them any time soon – that’s the reason for our Million Trees initiative.”