UNCUFFED
ISSUE NO.1 THE DEFINED EDITION
SHOPDUER.COM @DUERPERFORMANCE
DESIGNED IN VANCOUVER, CANADA
A DUER DEFINED. DU·ER [DOO-ER] n ou n A PERSON THAT GETS THINGS DONE WITH VIGOUR.
TABLE OF CONTENTS INTRODUCTION
01
THE STORY OF DUER
03
WHERE WE FIT
07
FABRIC INNOVATIONS
09
FITS
11
WHERE YOU’LL FIND US
13
IN THE PRESS
19
THESE ARE DUERS
25
THE PEOPLE
33
HOMEBASE
37
THE FUTURE
41
WE MAKE THE BEST PANTS IN THE WORLD. W H AT DOE S T HIS ME A N ? W E C OMBINE P E RF ORM A NCE A ND S T Y L E . FA SHION A ND F UNC T ION. C OMF OR T A ND V E RS AT IL I T Y. SO P E O P L E C A N DO A L L T HE Y DO IN A DAY...W I T HOU T C H A NGING T HEIR C LOT HES.
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THE STORY OF DUER IT ALL BEGAN WHEN GARY LENET T DEVELOPED A PASSION FOR CYCLING BUT SOON NOTICED A PROBLEM: THE L ACK OF ST YLISH AND VERSATILE PERFORMANCE APPAREL. SO, HE DECIDED TO DO SOMETHING ABOUT IT...
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WORDS FROM THE ORIGINAL DUER
THE DUER JOURNEY BEGAN when my office commute changed from four wheels to two. I loved my bike, but I hated my bike-to-boardroom clothing options. Athleisure made me feel underdressed. I wore it on the weekends, but after 25 years working with the best in the fashion business (from Levi’s to Ralph Lauren) I couldn’t stand the thought– or the feel – of wearing a polyester-rich pant in the office all day. So, I decided to do something about it. I enlisted the best in the biz to flip athleisure on its head. And from there, DUER was born. At DUER, we take street clothing (like denim) and add technical elements such as moisture wicking and odour neutralization, so you can do everything you do in a day without changing your clothes. And it’s working. We started in a small office with just five people and now have almost 30 people on our team. You can find DUER in hundreds of retailers across North America, directly on duer. ca, and on people in over 60 countries. We’ve grown and grown up. Aside from our Performance Denim, we now offer a variety of sophisticated fabrics, with all the same amazing features and some new ones too. But the best part about the DUER journey? We’re solving a problem that people didn’t even know they had. People didn’t know they were uncomfortable in traditional denim until they tried our pants on. So, what are you waiting for? Come explore DUER.
GARY LENETT, FOUNDER
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2013 JANUARY Gary joins forces with longtime friend and manufacturing connoisseur, Abid Hafeez. MARCH Hafeez purchases a small denim manufacturer in Pakistan.
2014
SEPTEMBER Our Performance Denim (DUER’s first product), is launched on Kickstarter, raising over $50,000USD.
2015
JULY Our first retail pop-up store opens in Vancouver.
2016
OCTOBER Our No Sweat pant is the second product launched on Kickstarter and raises almost $225,000USD.
MARCH The DUER flagship store opens in the heart of Vancouver’s Gastown district. MAY A third successful Kickstarter is launched for our Live Lite fabric, raising nearly $300,000USD. JULY/DECEMBER First wholesale orders are shipped to REI and MEC.
2017 JUNE Our flagship store undergoes revolutionary renovations adding an indoor treehouse, hammock and additional retail space. JULY DUER launches in Europe!
AND THIS IS JUST THE BEGININNG...
WHERE WE FIT Hyper Technical
Athleisure
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Fashion
FABRIC INNOVATION
PERFORMANCE DENIM 70% COT TON 28% COOLMA X® 2% LYCR A® Urban sophistication meets technical performance, our Performance Denim was developed to keep up with you when you’re going hard.
SUPER STRETCH
T E M P E R AT U R E CONTROL
NO SWEAT 52% COT TON 28% TENCEL® 19% POLYESTER 1% SPANDE X Our No Sweat fabric offers the cool, casual comfort of a sweatpant while providing the technical elements of a performance garment.
SUPERIOR COMFORT
DU R A BL E MOISTURE M A N AGE M E N T A N T I - B AC T E R I A L
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LIVE FREE
LIMITLESS STRETCH 4 8% MODAL 4 9% POLYESTER 3% LYCR A® Engineered fibres to be deceptively comfortable, our Limitless Stretch fabric never fades and always looks fresh.
LIMITLESS STRETCH
LIVE LITE 52% COT TON 37% TENCEL® 10% POLYESTER 1% SPANDE X Our custom-made Live Lite fabric is designed to keep you cool and comfortable in hotter climates. Pack less, travel light, Live Lite.
INFINITE COLOR E N DL E S S COMFORT
52% COT TON 37% TENCEL® 10% POLYESTER 1% SPANDE X Stay cool, fresh and comfortable while repelling water, dirt, and spills thanks to our Live Free fabric, featuring a DWR treatment.
U LT R A L I GH T
SPILL REPELLENT U LT R A L I GH T 360o STRETCH 360o STRETCH
A N T I - B AC T E R I A L
FITS DIAGR AMS BASED ON SIZE 3 2 x 3 2”
SLIM FIT
RELAXED FIT
WA IS T: 2 8, 3 0, 31, 3 2, 3 4, 3 6, 3 8, 4 0 INSE A M: 3 0, 3 2, 3 4
WA IS T: 2 8, 3 0, 31, 3 2, 3 4, 3 6, 3 8, 4 0 INSE A M: 3 0, 3 2, 3 4
This pant is designed to sit 2”– 3” below the natural waist. The fit is slim to the body through the hip and thigh, tapering to the hem. Great for most builds, it’s a functional fit that doesn’t inhibit mobility.
This pant is designed to sit 2”–3” below the natural waist, with extra room at the hip and thigh and a slight taper to the hem (less taper than our Slim Fit).
FRONT RISE 10 . 2 5 "
FRONT RISE 10 . 2 5 "
SHORTS INSE AM 12 "
KNEE OPENING 16 . 5 "
KNEE OPENING 16 . 5 "
LEG OPENING 13 . 5 "
LEG OPENING 15 "
REINFORCED STITCHING
REINFORCED STITCHING
S I G N AT U R E D U E R GU S S E T
S I G N AT U R E DU E R GU S S E T
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HYBRID FIT
JOGGER FIT
WA IS T: 2 8, 3 0, 31, 3 2, 3 4, 3 6, 3 8, 4 0 INSE A M: 3 2
WA IS T: 2 8, 3 0, 31, 3 2, 3 4, 3 6, 3 8, 4 0 INSE A M: 2 9
Designed to sit below the natural waist, with room through the hip and thigh, tapering from the knee to the ankle. These pants transform into a jogger that can be worn above the ankle or tucked into a boot.
These pants have a drawstring waistband designed to sit above the hip. The pant fits slim through the knee to the calf, with an elasticated hem that sits just above the ankle.
FRONT RISE 10 . 2 5 "
FRONT RISE 10 . 2 5 "
KNEE OPENING 16 . 5 "
KNEE OPENING 16 . 5 "
LEG OPENING 13 . 5 "
LEG OPENING 10 . 5 "
SLIMLINE UTILIT Y POCKE TS
S E C U R I T Y T H I GH POCKE TS
S I G N AT U R E D U E R GU S S E T
S I G N AT U R E DU E R GU S S E T
WHERE YOU’LL FIND FI US WITH HUMBLE BEGINNINGS IN VANCOUVER, WE’ VE GROWN E XPONENTIALLY AND CAN NOW BE FOUND AROUND THE GLOBE. FROM CANADA , TO THE U.S., TO EUROPE, YOU’LL FIND DUER IN BIG NAME RETAILERS. THE BEST PART? WE’RE JUST GET TING STARTED.
160 RETAILERS IN OVER 150 CITIES & COUNTING
US A Yellow Wood Gear
Backcountry.com
Townsend Bertram & CO
Safanova
Wooden Nickel
Prospect
Evo
The Mountain Goat Supply Co.
OutsideIN
Ptarmigan Sports
Velvet Edge
Treads
Nugget Alaskan Outfitters
Wilderness Sports
The Elephant’s Perch
Foothill Village Sports Den
Schnee’s Shoes & Boots
UTE Mountaineer
The Toggery
Jagged Edge Mountain Gear
Go Girls Outdoor
Chopwood Mercantile
Crown (Sportsman’s Ski Haus)
Moosejaw
The Base Camp
Earth’s Edge
High Country Goods
Gould’s of Acton
Backcountry Gear
Running Central
Melika LLC
Alpenglow
Homer’s Jeans
Wildernest
Hatchet Supply
Great Outdoor Store
Heratij
Kansas City Kitty
Galvanic
Jackson Hole Mountain Resort
Paragon Sports
Mass Bay Company
Cabin Fever Outfitters
Nod & Rose
Gorshin Trading
Treads N Threads
Mast General Store
Backcountry.com
Mountainman Outdoor Supply Toad & Co Grove and Bay The Birch Store HeliSport Sugarcube Surf Wind and Fire Sportago Haven A Boutique
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C A N A DA À L’Européenne
Urbane Cyclist Co-op
Boutique Cajodie Inc.
Tilley Endurables
Boutique Chacalou
Gear Up for Outdoors
Boutique Elegante Inc.
Sojourn
Boutique La Ribambelle
Wild Rock Outfitters
Boutique Seduction ENR
Sporting Life
Lingerie Liscya Inc
Bushtukah
Lingerie Myria Inc
Baker Street Menswear
Marie Clo 2000
Cotton Creek Clothing
Pragai Couture
Funk Trunk Clothing
Simons
Funky Monkey
Boutique En Vue
JJ Whiskey
La Flânerie
Noble Motive Collective / Caposhie
Rouge Marine
On the Rivet
J Schreter
Plum Clothing Company
M.O David
Landyachtz
Bel Mod
JJ’s Fashion
Zen Cycles / C&L Cycles
Birch Hill Studio
Boutique Impact Pour Elle
Trek Bikes
Boutique Filles D’Eve
Raw Athletics
Momo Sports
Boys’Co
Sail Plein Air Inc.
True Outdoors
Granite Club
Walker 24 Menswear
Higher Ground
Coast Mountain Sports
Lemonberry
Northshore Ski & Board
YNOT
Thrive Lifestyle
C A N A DA CO N T ’D Steed Cycles
Bicycle Cafe
Alberni Outpost
Just be
Coastal Culture Sports
Puur Athletics
CAPS Westwood Cycle
The Shoe & Closet Boutique
Escape Route
F2 Fashions
Ad Hoc
Blue Sky Lingerie and Leisure
Staccato
Mount Waddington’s Outdoor
Jardines Domaine
Nisbett’s Clothiers
Oak Bay Bikes
Sweet Pete’s Bike Shop
Out of the Cellar
Lily Blue
Crown Isle
Escape Sports
Valhalla Pure Revelstoke
Ramakko’s Source for Adventure
Hollyburn Country Club
Adventure Guide
Local Supply Co.
McAllister & Howard
Abito Menswear
Arbutus Routes
Homework EcoMarine Paddlesport Centres VPO Abbotsford Trail Bay Source for Sports Cobblers and Craftsmen Fisher Crescent Retail Kismet Paisley Boutique Tapestry Toaccata for Her Valhalla Pure Outfitters
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(GERMANY )
(FR ANCE)
IN THE PRESS
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“A FAVORITE AMONG OUR TESTERS” — ME N’S JOURN A L
“
“When it comes to denim, cut is everything. That's why we're fans of DUER's Slim Fit. Blended with a touch of Lycra for non-constricting stretch, they're way more comfortable than fancy selvage.”
— OUTSIDE MAGAZINE “Comfort. Support. Performance. Style. There are a lot of things that we men demand in a pair of pants, and DU/ER Performance Denim has incorporated all of them into their new No Sweat Pant.”
— COOL MATERIAL
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“PERFORMANCE-INSPIRED PANTS THAT KICK ANY SWEATPANTS ASS” — Valet
“I’VE REACHED FOR THESE NOW-FAVORITE PANTS FROM THE DRAWERS MORE THAN ANY I CURRENTLY OWN BECAUSE THEY’RE VERY SATISFYINGLY SOFT AGAINST THE SKIN, BUT DON’T WRINKLE LIKE TROUSERS.” — Design Milk
“LOOKS WERE THE FIRST REASON I FELL IN LOVE WITH THE DISH & DUER L2X... I GOT MAD COMPLIMENTS WEARING THESE JEANS, AND THEY’RE BY FAR MY CURRENT FAVORITE...WORKED GREAT FOR RIDING A BIKE. IF I HAD THE SPARE FUNDS TO BUY THREE MORE PAIRS, I WOULD.” — Bicycling Magazine
“
“DUER’s No Sweat Pants are among the most versatile and cozy you’ll find. They’re able to withstand prolonged physical activity without needed washing or repairs. Just one pair will replace five of those old worn-out rags squished at the bottom of your closet.”
— GEAR PATROL
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THESE ARE DUERS.
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WHAT’S OUR DEFINITION OF A DUER? THEY’RE THE CLIMBERS. THE CYCLISTS. THE WANDERERS. THE EXPLORERS. THE HIKERS. THE ADVENTURERS. THE CAMPERS. THE COMMUTERS. THEY’RE THE ONES ALWAYS ASKING: “WHERE TO NEXT?” SEE WHERE OUR DUERS HAVE GONE: @DUERPERFORMANCE
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@ANDRE W.FERENCE
/ ANDREW FERENCE FORMER STANLE Y CUP WINNER AND NHL CAP TAIN
Andrew Ference is a former NHL defenceman, now avid cyclist who decided to put DUER to the test: “I couldn’t have put them through much more of a test and they were amazing! Gave ‘em a good wash and haven’t taken them off much since!”
@ADAMKINGMAN
/ ADAM KINGMAN PHOTOGRAPHER AND STORY TELLER
Adam Kingman is a photographer and creative director living in Austin, Texas. He can be found roaming city streets or running through deserts, camera in hand and rocking DUER.
“ ”
WE’RE ALL KIDS AT HEART AND THE WORLD IS YOUR PLAYGROUND.
ADAM’S WE ARING OUR SLIM FIT PERFORMANCE DENIM IN RINSE
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LUCA’S WE ARING OUR SLIM FIT NO SWE AT PANT IN TOBACCO
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@WOLFBOT TS
/ LUCA BOTTE CYCLIST AND BLOGGER
Luca Botte is an Italian based urban cyclist who rides his fixed gear everyday. “Someone need a pair of comfortable denim to ride your bike? DUER is the way!”
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THE PEOPLE BEHIND THE SEAMS
THE TEAM AT DISH & DUER IS MADE UP OF INDIVIDUALS WHO SHARE A COLLECTIVE BELIEF THAT FAST FASHION ISN’T A VIABLE SOLUTION AND THAT YOUR CLOTHES SHOULD SERVE A PURPOSE.
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WE ARE BIKERS, HIKERS, CLIMBERS, EXPLORERS, WE ARE THE PEOPLE BEHIND THE SEAMS..
HOME BASE 118 W E S T H A S T INGS S T. VA NC OU V E R, B C C A N A DA
Vancouver offers limitless exploration and we couldn’t think of a better home base to create functional, unrestricted fashion that allows you to do all you do in a day. Our flagship store is the only retail space in the world that features a Performance Denim Playground, complete with indoor treehouse, monkey bars and artificial grass.
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WHERE WE’RE GOING
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AND THIS IS ONLY THE BEGINNING. HERE’S WHERE WE’RE GOING:
2018
DUER launches in Europe, with key accounts opening in Germany, France and the UK DUER secures international distribution in Asia Pacific
2019
DUER opens two additional retail locations in key North American cities
COME ALONG ON THE JOURNEY…
ISSUE NO.1 THE DEFINED EDITION
SHOPDUER.COM @DUERPERFORMANCE
DESIGNED IN VANCOUVER, CANADA
01 /