Vancouver's Duer Denim Celebrates a Decade of Performance Fashion Innovation
A British Columbia-born denim brand that started with a simple Kickstarter campaign is now celebrating ten years of redefining casual wear. Duer, founded in Vancouver, has reached a significant milestone by marking a full decade in the competitive fashion industry.
The Foundation of Versatility and Comfort
From its inception, versatility served as the core principle for the Vancouver-based brand Duer. Founder Gary Lenett recalls his original vision with clarity.
"I wanted clothes that could carry you from morning to night, without looking or feeling like athletic wear," Lenett explains. "At its core, it is about comfort, versatility and ease."
What began as a modest Kickstarter initiative ten years ago has since blossomed into a comprehensive lifestyle brand with a growing international presence.
Defining the Duer Difference
For those unfamiliar with the brand, Lenett offers a straightforward description.
"We make the most comfortable pants in the world," he states. "We do this by blending classic jeanswear styles with performance features and fibres."
This approach addresses what Lenett identifies as a longstanding compromise in fashion.
"For years, we have increasingly faced a choice between looking good and feeling comfortable," he notes. "That trade-off never made sense to me. Duer takes heritage fabrics like denim, canvas and flannel and quietly builds in performance elements like stretch, temperature regulation and a specialized motion gusset. In the end, most people don’t want more clothes, they want better ones that fit how they actually live."
The Hero Product: Performance Denim
At the heart of Duer's collection lies its signature product: Performance Denim. This item represents where the brand's journey began and continues to define its identity.
"Performance Denim is where it all started," Lenett confirms. "It was our first product, and it still defines the brand. It looks like a classic jean, but it’s made out of a fabric that has 360-degree stretch, moisture wicking and antibacterial attributes, and is designed to stretch, move and keep you comfortable."
Over the past decade, Duer has expanded its silhouettes and styles while adapting other performance fabrics for various conditions. Despite this evolution, Performance Denim remains the brand's bestselling product, a testament to its enduring appeal.
A Decade of Remarkable Growth
The brand's evolution over the last ten years has been substantial and unexpected.
"What began as a very localized men’s denim line with just two styles launched on Kickstarter has grown in ways I couldn’t have predicted over the past 10 years," Lenett reflects. "I believe we are now the fourth largest Vancouver clothing brand, only smaller than the much more mature Aritzia, Lululemon and Arc’teryx."
This growth trajectory includes significant expansions:
- Diversification into multiple fabrics and clothing categories
- Successful launch of a dedicated women's clothing line
- Establishment of approximately a dozen retail stores across Canada and the United States
- Development of a growing international wholesale network
Throughout this period of expansion, the brand has maintained its focus on core principles rather than chasing fleeting fashion trends. Lenett characterizes Duer as "a boutique global brand" that balances scale with authenticity.
Marking the Milestone with Reflection
As Duer celebrates its tenth anniversary, the brand approaches this milestone with thoughtful consideration rather than extravagant celebration.
"You’ll see us highlight where we started, how we’ve evolved, and the people behind the brand," Lenett shares regarding anniversary plans. "But it’s really a moment to reflect."
This reflective approach underscores the brand's commitment to its foundational values while acknowledging the journey from a local Kickstarter project to an internationally recognized name in performance fashion.
