We believe all clothing should meet the demands of a busy, active lifestyle, and that no one should have to sacrifice their personal style to move freely. We design timeless everyday apparel that is engineered to stretch, breathe, and feel as easy to wear as clothing made for the gym.
We started with a different mindset than other players in the business.
There are fashion brands, but their products are generally not bringing anything special in terms of technology. Then there are the athletic and athleisure brands, but they start with the gym or après gym. We differ from tech clothing because we don’t start with athletic clothing. Rather, we put technical into real pants. But there is no secret formula and we would be lying if we said that it is easy. - Gary Lenett
How it Began
DUER founder Gary Lenett has spent 35+ years making jeans for top brands like Levi’s, Wrangler, Nike, andNordstrom. He’s launched four denim brands of his own and was recognized as one of the 50 most influential people in denim by Rivet Magazine. 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 then, DUER has become the global leader in everyday apparel rooted in classic denim style and technical innovation
Responsibly Made
Our denim factory in Lahore, Pakistan, was built by our co-founders, Gary and Abid. Unlike most brands that rely on a complex network of manufacturers, we chose vertical integration. Owning our primary factory gives us a distinct ethical and environmental advantage, making it the only choice for us.