(Image / Endur Apparel Instagram)

Sometimes the old saying rings true: clothes maketh the man (or woman).

Rob Fraser, founder of Victoria’s Endur Apparel, certainly thinks so and is set to appear on Thursday’s upcoming episode of Dragon’s Den to secure further investment for his growing brand.

The local clothing company is booming in popularity, largely thanks to their ultra comfortable and practical socks and underwear.

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The year of YOU GOT THIS. #endur #yougotthis

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A 5-time Canadian National Team Cyclist, Rob has plenty of experiencing finding and wearing eye-catching socks, because they were the only part of the team’s uniform that didn’t have to match.

After years of cycling and developing his sock game, Rob took his experience and turned it into a business.

Moving past tired ideas of what clothing has to look like, Endur perfects how socks and underwear are produced, and now leads the industry in apparel that can be used for sport, work, play, and everything in-between.

They are, of course, available in a wide selection of prints and colours so you can find one that matches your personality perfectly.

“I started Endur Apparel 2 years ago during my last year of college with a friend. We
make the world’s most comfortable all-day performance socks, underwear, and
apparel, all designed in Canada,” said Rob in a release.

“In this short time, we have grown the company to an international brand, with our own flagship retail location at the Uptown Shopping Centre.”

Dragon’s Den is a Canadian entrepreneurial show which has business owners pitching partnerships or deals to established business moguls. Rob and Endur Apparel will appear on the show on Thursday, January 24, 2019 at 8:00 p.m. on CBC.

“I am grateful for all the support I’ve received in my hometown,” said Rob.