Brand Profile
IT STARTED WITH A BIKE RIDE
DUER has set new expectations for the fashion industry with pants that refuse to be defined by one category... And it all started with a bike ride. Founded out of necessity, a new kind of performance lifestyle apparel emerged when DUER launched in 2015. DUER now represents a permanent shift in the way we get dressed. An antidote to overconsumption and closet clutter, with a focus on functional fabrics, made primarily from plants. Without a cap on styling, comfort or what you can experience in jeans, a bike ride is just the beginning.
CUT FROM A DIFFERENT CLOTH
We knew if we wanted to stretch the limits of what a lifestyle brand could be, we’d have to break some rules and come at it differently. While performance was a priority we knew we wanted to be more than another high synthetic athleisure brand. From its inception, DUER was designed to push past the limitations of technical, sportswear or outdoor gear. We started with foundational clothing, taking classic garments and imagining how we could remove the ceiling from their range of function. Not wanting to be limited to conventional synthetics or existing organics we developed our own natural fibre-rich fabrics to fulfill the vision for what DUER apparel could be. Going against the current paradigm we started with blue jeans, the cornerstone of the fashion world. Then, we added athletic features and performance fibres, building out a class of clothing that is as versatile as it is resilient and as stylish as it is comfortable. The outcome? A climb up the foothills, a city commute or an evening outing, all in a single pair of pants.
WHY WE EXIST
At our core, we’re an experience company – What we make is clothing, what we do, is expand the range of what is possible in a single pair of pants. On the surface, DUER helps you “get dressed and get on with it”, but what that means is creating more time for enjoying what’s precious in life, it’s the physical comfort to treat your whole day as a space to explore. Putting on a pair of DUER’s casts a vote for slow fashion, more adventure and a more sustainable future. Together we can move mountains (or at least climb them as a start).
PANTS FROM PLANTS
What is comfort? For us, it goes beyond stretch. It's the ability to feel good about looking good. From day one, our vision has been to make pants from plants, harnessing the natural comfort and performance attributes of sustainable materials like BeechWood and Eucalyptus. Eliminating all plastics (oil-based fibres) from our clothing is the end-goal.