About DUER

Duer Jeans is a Vancouver-based apparel company that produces performance-oriented denim and other active lifestyle clothing. The brand was founded in 2013 by Gary Lenett, a fashion industry veteran, and its mission is to bridge the gap between functional, comfortable clothing and stylish, everyday wear. Duer’s product line focuses on flexibility, breathability, and durability, targeting people with active lifestyles.

Entrepreneur of the Year 2024: Gary Lenett designed Vancouver-based Duer to help people move (BCBusiness.com)

History

Duer was founded in response to Lenett’s desire for clothing that could transition easily from professional settings to active environments. Having previously worked in the fashion industry, Lenett noticed a gap in the versatile, multi-functional apparel market. With an emphasis on merging fashion and function, Duer was born, combining high-performance fabrics with modern styles.

The company gained attention for its innovative fabric blends, incorporating materials like CoolMax, Tencel, and Lycra into its jeans and other clothing items. These technical fabrics make Duer’s clothing stretchable, moisture-wicking, and breathable, making them suitable for activities like cycling, commuting, and outdoor exploration while maintaining a stylish look.

Product Line

Duer’s core offerings include denim, joggers, and pants made with proprietary fabric technologies designed for movement and comfort. Key products include:

Performance Denim: Stretchable and durable jeans designed for everyday and active use.
No Sweat Pants: Casual pants are made from a blend of fabrics that regulate temperature and wick away moisture.
Live Free Adventure Pants: Versatile pants aimed at outdoor enthusiasts, providing comfort and utility in rugged conditions.

In addition to pants, Duer also offers shirts, jackets, and other accessories that follow the same philosophy of combining style with functionality.

Sustainability Initiatives

Duer is committed to sustainability in its production processes. The company uses eco-friendly materials like Tencel, a biodegradable fibre derived from wood pulp, and recycles water during the production process to reduce waste. Duer’s focus on sustainability extends to its packaging, which is designed to be minimal and environmentally friendly.

Retail and Expansion

Duer opened its first retail location in Vancouver in 2016, located in the city’s Gastown district. The store has become a popular destination for locals and tourists, allowing customers to try performance-oriented clothing and experience the brand’s unique designs firsthand. The company has since expanded, with additional stores in Toronto, Calgary, and Los Angeles and an online presence serving customers internationally.

Customer Base and Community

Duer has built a strong following among urban commuters, cyclists, and outdoor enthusiasts. Its products appeal to those who seek versatile clothing that can handle physical activity while maintaining a polished appearance. The brand is particularly popular in cities like Vancouver, where the active lifestyle culture aligns with Duer’s focus on functional fashion.

Recognition and Awards

Duer has received recognition for its innovative approach to fashion. The brand has been featured in publications such as Outside Magazine, Men’s Health, and GQ, and its products have earned praise for their comfort, style, and practicality.

Future Directions

Duer continues to innovate by developing new fabric technologies and expanding its product offerings. The company remains committed to sustainability, aiming to reduce its environmental footprint further and promote more responsible consumption in the fashion industry.