Endur Apparel Rebrands to Outway Socks After $3.2 Million Investment

One of North America’s leading performance sock brands, Victoria’s Endur Apparel has just announced a refreshed brand identity with Outway as its new name.

The company’s new brand positioning will be fuelled by a $3.2 million investment led by Andrew Wilkinson of Tiny. Other investors include Shane Parrish, Jason Warner, Jonathan Becker, Rasool Rayani, Ben Moore, Tobyn Sowden, Janene Scordo, Tina Swinton, Rajiv Khaneja, and Carla Matheson.

Outway was founded by ex pro cyclist turned entrepreneur Rob Fraser in 2016 with the goal of transforming the underserved sock market that has been left behind by the athleisure movement. Their first pair of socks was created out of a 500 sq/ft basement. Under Rob’s proactive leadership, the company has carved a niche in the market over the last 5 years.

The new branding is rooted in Outway’s focus on performance, originality, and sustainability, three drivers that have made the company and its portfolio what it is today. As always, Outway will continue to engage with the community to evolve in real time and deliver incredible brand experiences by incorporating feedback from thousands of ambassadors and reviews.

“This rebrand is our butterfly moment. Over the past 5-years we’ve grown and evolved, and although today we look a little different, our essence remains. We’re now able to spread our wings to take our brand to all-new heights, powered by the same team, products, and community,” Rob mentioned.

Following its rebrand, the company’s team, logo, and products will remain the same and its mission of inspiring everyone’s personal best will only get stronger.