Duer

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...

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.