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It all started on Kickstarter with a simple goal: to expand the range of what’s possible in a single pair of pants. Today, we create clothing that enables people to move through life’s adventures with ease.
DUER founder Gary Lenett, a fourth-generation Vancouverite, has spent 35+ years making jeans for top global brands and launched four denim brands of his own.
A decade ago, in pursuit of a simpler, healthier lifestyle, Gary traded his car for a bike. This shift in his daily routine revealed a new need—jeans that were both stylish enough for business meetings and functional enough for a long bicycle commute. Determined to create what didn’t yet exist, he set out to design Performance Denim. Since launching in 2015, DUER has become the global leader in everyday apparel rooted in classic denim style and technical innovation.
