Product brand
UnclaimedVancouver-based performance apparel brand known for Performance Denim and No Sweat pants designed for active living.
Last updated September 29, 2026
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Overview
DUER is a Canadian performance apparel brand founded in 2015 by Gary Lenett, a denim industry veteran who previously made jeans for brands such as Levi's. The company is headquartered in Vancouver, British Columbia, and built its reputation on "Performance Denim" — classic denim styles engineered with power stretch and smart features for real movement. What began with a single pair of jeans grew into a broader mission: to create an entire wardrobe where classic denim style meets activewear comfort. DUER describes itself as an "experience company" whose purpose is to make it easy to get dressed and live effortlessly. DUER's product range extends well beyond denim. The brand offers a complete wardrobe for active living, including No Sweat pants, Stretch Canvas jackets and utility pants, tops, and outerwear. Flagship offerings include Performance Denim+ styles such as the High Rise Straight, Straight, and Slim Straight, the No Sweat Straight pant, the Stretch Canvas Utility Pant, and the PurePima tee line. Prices shown on the official site include Performance Denim+ styles at $129, the Stretch Canvas Utility Pant at $139, the Performance Denim Lite Harbour Pant at $99, and PurePima tees at $45. From its Vancouver studio, DUER operates as a global boutique brand. It partners with retailers across North America, the EU, and the UK, operates flagship stores in major cities, and ships its performance-driven apparel worldwide. The brand markets itself around comfort, versatility, and style, and cites more than 35,000 five-star reviews. Its website tagline, "The World's Most Comfortable Pants," reflects its positioning at the intersection of denim heritage and athletic functionality. DUER remains a privately held company. Its founder, Gary Lenett, has publicly described the brand's origin story: after giving up his car in 2015 to pursue a simpler, more active life and biking everywhere, he found classic jeans too rigid and athletic options unsuitable for daily wear. That gap led to the creation of Performance Denim, and ultimately to DUER's broader performance jeanswear concept.
History
DUER was founded in 2015 by Gary Lenett, a denim industry veteran who spent decades making jeans for brands such as Levi's. According to the company's official origin story, Lenett gave up his car in 2015 in pursuit of a simpler, more active life and began biking everywhere. He soon found that the classic jeans he loved were too rigid, while athletic options did not look or feel right for daily wear. This gap led him to create Performance Denim — classic denim built with power stretch and smart features designed for real movement without compromising style or comfort. What started with a single pair of jeans grew into a larger goal: to create an entire wardrobe where classic denim style meets activewear comfort. DUER's mission became to bring clothing that helps people live more effortlessly to the world. By creating what it calls "Performance Jeanswear," the brand set out to reinvent timeless dressing for the 21st century. Over its first decade, DUER expanded beyond denim into a complete wardrobe for active living. The brand introduced No Sweat pants, Stretch Canvas jackets and utility pants, tops, and outerwear, all combining style, comfort, and performance. Product lines such as Performance Denim+, Performance Denim Lite, and PurePima were developed to serve different needs and seasons. By its tenth year, DUER described itself as a global boutique brand. From its Vancouver studio, it partners with retailers across North America, the EU, and the UK, operates flagship stores in major cities, and ships performance-driven apparel worldwide. The company reports more than 35,000 five-star reviews and positions itself around freedom, versatility, and confidence. DUER remains privately held and continues to be led by its founder, Gary Lenett.
- 2025
DUER marks a decade as a global boutique brand with retail partners in North America, the EU, and the UK.
- 2015
DUER founded by Gary Lenett in Vancouver; creation of Performance Denim.
Products and positioning
Performance jeanswear that combines classic denim style with activewear comfort, marketed as "The World's Most Comfortable Pants."
Performance Denim+ High Rise Straight
High-rise straight-leg performance denim, priced at $129.
Performance Denim+ Straight
Straight-leg performance denim, priced at $129.
Performance Denim+ Slim Straight
Slim straight performance denim, priced at $129.
No Sweat Straight
Straight-leg No Sweat pant, priced at $129.
Stretch Canvas Utility Pant
Utility pant in stretch canvas, priced at $139.
Performance Denim Lite Harbour Pant
Lightweight denim pant, priced at $99.
PurePima Only Tee
Pima cotton tee, priced at $45.
Recent events
- Unconfirmed
Reported
Duer is redesigning its winter jean from the yarn up[5]
Clothing brand Duer is redesigning its winter jean starting from the yarn level, according to Fast Company Middle East.
- Unconfirmed
Reported
Duer launches a print magazine[6]
Canadian apparel brand Duer has launched a print magazine, as reported by Modern Retail.
Reported
DUER opens first U.S. store in Denver[7]
Canadian athletic clothing brand DUER opened its first U.S. store in Denver's RiNo District, marking its first international store.
Sources7 sources
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