Brand Profile: DUER: Built to Move, Designed to Last

Since launching in Vancouver in 2015, DUER has made a name for itself by creating clothing based on both performance and style. With a focus on comfort, durability, and functionality, the brand has grown from a Kickstarter campaign into a global presence. We spoke to Brand Manager, Emma Lloyd to hear more about DUER’s journey and what’s in store for 2025.

Please could we have a brief recap of the brand’s history since its founding in Canada?

DUER started in Vancouver, Canada in 2015 with a clear mission: to create clothing that moves with you. Founded by denim industry expert Gary Lenett, that brand was born from a vision to create clothing that could keep up with an active lifestyle without sacrificing style.

DUER launched with Performance Denim: the same iconic look of traditional jeans, infused with stretch, Coolmax® technology, and a signature motion gusset. It was a first-of-its-kind — and it sparked a new category of clothing. What began as a Kickstarter campaign has grown into a global brand in less than a decade.

Today, DUER designs stylish, functional apparel for people who live on the move. From city streets to weekend trails, our clothes are made to do more — built for comfort, built to last, and always built with purpose. Proudly Canadian, DUER operates dedicated retail stores in Canada and the U.S., ships across North America and Europe, and partners with a global network of wholesale retailers.

What are Duer’s key brand values?

Function-First Design

Every seam, fabric, and fit is chosen with purpose — built for ease, versatility, and comfort that lasts. We start with how it wears, how it moves, how it lives. Then we make sure it looks great too. Because great style starts with great function.

Natural Over Synthetics

We stick with what works — and what lasts. 85% of our fabrics are made from natural or recycled materials, chosen for their feel, performance, and lower impact. They breathe better, move with you, and wear like your favourite pair of jeans all while handling sweat, stretch, and long days on the go.

Responsible Production

From fabric to finished product, we take ownership of every step. Our vertically integrated supply chain lets us ensure safe, ethical operations, production based on real demand, not speculation, with intentional choices around dye methods, wash processes, and material use. It’s a slower way of doing things, but it means we can stand behind every piece we make.

How is Duer positioned in the outdoor apparel market?

DUER is positioned in core outdoor and snow apparel retailers like Tiso and Trekitt as well as focusing on the Action sports market. DUER sits with the outdoor brands like Patagonia, Fjallraven, Finisterre, and Black Diamond as a performance apparel brand that offers the technical needs without compromising on style.

Which are the brands hero products for 2025 and why?

Mens:

● No Sweat Trouser

● Performance Denim

● Tech Fleece Denim (Winter only)

The No sweat trouser and Performance Denim offers the performance stretch fibres for comfort and ease of movement without compromising on style and the Tech fleece Denim offers the stretch fibres with an interwoven fleece offering warmth without the bulk and DWR coating.

Womens:

● Lux Twill Boiler Suit

● Jump Suit

● Performance Denim

● Tech Fleece Denim (Winter only)

For Women’s, both the Performance Denim and Tech fleece Denim have been successful for the same reasons as the men’s offering with stretch fibres for comfort and ease of movement without compromising on style and the Tech Fleece Denim offers the stretch fibres with an interwoven fleece offering warmth without the bulk and DWR coating. The Boiler suit and Jumpsuit offer a soft and stretch fabric offering both comfort and style.

Which is the best performing European market for the brand and why?

Finland, Germany and Scandinavia

We have been selling DUER in the EU for a healthy amount of time that has helped the brand grow and find itself in the outdoor apparel world. Finland, Germany and Scandinavia have some large key players in the outdoor industry that has led to DUER’s growth making these countries the best performing in the EU market so far.

How will you be promoting the brand across Europe?

We are managing DTC & wholesale, but the strategy will align across all marketplaces. As with all brands we take on, we’ll be focusing our efforts on building strong brand messaging across all platforms and ensuring that what you see online, is messaged consistently within our wholesale network. In the early stages, we’ll be running a strong seeding strategy and developing a POS & merchandising programme that ensures our retailers hit the ground running with sell through. DUER has the technology & expertise as

a foundation for every product in the range, and we want all of our existing & future customers to know why DUER stands above the rest.