DUER is a performance-based clothing brand which bridges the gap between fashion and function. Founded by Gary Lenett in 2013 the brand originated from the lack of jeans and trousers on the market which would allow people to go from bike to boardroom in style.
The founders of DUER discovered there was a major gap in the market for trousers which were stretchy enough for activity and yet formal enough for the office.
Since the concept of ‘performance denim’ was first introduced the brand have grown to become internationally recognised outside of their homeland in Canada. With DUER brand stores in the US and Canada alongside over 800 retailers globally, we’re delighted that Nordic Outdoor can bring these adventure ready styles into the UK.
DUER is designed for ‘doers’ – the technology behind the jeans, trousers and shorts allows you to move effortlessly from the bikelane, to the boardroom, to a night out – all without needing a change of clothes. The brand recognise that even in the city there is always opportunity for adventure and we want to look good without having our movement restricted.
The secret behind the comfort, stretch and durability of DUER trousers is the use of fabrics. Since the first pair was constructed the brand have prioritized using plant-based fibres for natural comfort and performance. Throughout the range you will find jeans which offer temperature regulation, stretch performance, moisture wicking and above all – absolute comfort.
With the focus on plant based fabrics DUER naturally have a focus on sustainability. By buying a pair of DUER trousers you are casting a vote for slow fashion, more adventure and plant-based apparel. Across the DUER range 85% of the fabrics used are plant based while the remaining 15% is made up of synthetic or plastic fibres which the brand currently use for durability and longevity. By creating a range of Men’s and Women’s styles which aren’t restricted to a single activity and are built to last the modern lifestyle DUER are encouraging longevity in our wardrobe and in turn avoid trend based styles.
The introduction of performance denim into the UK is something which is incredibly exciting to the team at Nordic Outdoor and is just another step in creating the frameworks required to allow for ‘everyday adventure’. As denim technology continues we can’t wait to see how DUER utilise this throughout their collection and continue to push the boundaries of what a trouser can achieve.
The story behind the brand name DUER is simple – there was not a word in the English language which truly captured the spirit and beliefs behind the brand. For that reason, a new word was required.
As a trouser and jean brand designed for ‘doers’ the name DUER seemed fitting and has now also been adopted by the brands loyal fans and ambassadors. According to the founders, a DUER is anyone breaking the mould and striving for something new and the trousers they create are designed to allow you to adventure to the fullest.
DUER denim is the brainchild of Gary Lenett, a man trained by Levi’s and with over 35 years of ‘denim’ experience in his back pocket.
As Gary approached his late fifties he wanted to begin living simpler and more active lifestyle and the first step of this was replacing the daily commute to the office with a one hour cycle into work every morning. It was during this new two wheeled commute Gary realised that ‘traditional’ denim may look good but was impractical for anyone living an active lifestyle.
When looking at the market Gary realised there was no product which looked like ‘fashion’ but behaved like ‘athleisure’ and so…DUER was born.
Since these early days the brand have had a simple mission – to create clothing which can be worn in the boardroom, in the bike lane, on the trails or out to a date (and everywhere in-between). DUER jeans and trousers are made with plant-based fibres, have sustainability at the front of mind and offer ultimate comfort through superior stretch, breathability and moisture wicking ability.
DUER is born as a direct response to the rise of fast fashion – the brands founders recognised that when brands are looking to compete solely on price then there is no way to achieve this while utilising ethical production.
Instead – DUER focused on quality. Investing in ethical production processes and partners who share the brands commitment to this vision of a better future.
The brand now owns the factories they work with meaning that they can ensure you are getting quality product which have been ethically manufactured!
Duer primarily manufacture their denim and trousers in two factories which are owned, or partner owned by the brand.
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Utilising the denim expertise found in Pakistan the brand purchased a small factory here which focuses on the No Sweat and Performance Denim range. From here a small group of full-time and professional salaried employees loving construct two of the brands most popular collections.
With the brands growth they found a need for additional manufacturing resources and moved their Limitless Stretch and No Fade programmes to Shanghai, China. From this BSCI-Compliant factory (with green laundry treatment) the brand have been able to continue to push the boundaries of what modern denim can achieve.
