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Our Story

“I spent decades making jeans for brands like Levi’s. In 2015, in pursuit of a simpler, 
more active life, I gave up my car and started biking everywhere. Soon, I found the classic jeans I loved were too rigid. Athletic options didn’t look or feel right for daily wear. This is why I created Performance Denim – classic denim built with power stretch and smart features designed for real movement, without compromising style or comfort.”
– Gary Lenett, DUER’s Founder

Our Mission

What started with a single pair of jeans grew into a bigger goal: to create an entire wardrobe where classic denim style meets activewear comfort. It became DUER’s mission to bring clothing that helps you live more effortlessly to the world. By creating Performance Jeanswear, we’ve reinvented timeless dressing for the 21st Century so you can move freely through life without sacrificing your comfort or your style.

Our Approach

1 / of 3

A Decade of Doing 
Things Differently

Ten years on, DUER is a global boutique brand. From our Vancouver studio, we partner with retailers across North America, the EU, and UK, operate flagship stores in major cities, and ship our performance-driven apparel worldwide. People choose DUER for the freedom, versatility, and confidence our clothing gives them.“At our core, we’re an experience company. Sure, we make clothing, but our true purpose is to expand what’s possible every day, making it easy to get dressed and live effortlessly.”- Gary Lenett

Beyond Denim

Performance Denim was just the start. DUER offers a complete wardrobe for active living. From No Sweat pants to Stretch Canvas jackets, every piece combines style, comfort, and performance so you can move freely all day. Jeans, pants, tops, or outerwear, our clothing is designed to keep up with real life.

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