Founded in 2015 by Gary Lenett—a denim industry veteran who spent decades making jeans for Levi’s—DUER was born from a lifestyle shift. After trading his car for a bike to navigate Vancouver, Gary realized that traditional denim was too rigid for movement, while athletic gear lacked the professional polish needed for daily life. DUER is the answer: Performance Jeanswear. By combining natural, plant-based fibers with technical stretch, DUER creates clothing that feels like activewear but looks like premium streetwear. In 2026, they continue to lead the “omni-lifestyle” movement, helping people do more with a smaller, more versatile wardrobe