We Combine Fashion and Function

DUER started in 2013 when an entrepreneur wanted to bridge the gap between fashion and functional clothing. With 25 years making jeans for big names like Levi Strauss and a new love of cycling, Gary Lenett saw an opportunity for purposeful fashion that didn’t exist on the market. He partnered with Abid Hafeez, a performance fabric expert with over 25 years of experience with technical brands, and DUER was born.

Since then, our clothes can be found on the likes of professional athletes, commuters, and every adventurer in-between.

  • Gary joins forces with longtime friend and manufacturing connoisseur, Abid Hafeez to create Pimlico Performance Apparel

  • Hafeez starts a small, quick response denim factory in Southest Asia, 100% dedicated to Dish & DUER

  • The first product, L2X Performance Denim, is launched on Kickstarter, raising over $50,000 USD

  • A retail pop-up store is launched in Vancouver

  • The second Kickstarter campaign, N2X No Sweat, is launched and raises nearly $250,000 USD

  • The first permanent retail store is opened in the heart of Vancouver’s Gastown district

  • 3rd successful Kickstarter is launched focusing on the innovative T2X Live Lite fabric, raising almost $300,000 USD

  • First wholesale orders are shipped to major outdoor retailers like REI and MEC

  • The Vancouver flagship store undergoes revolutionary renovations adding an indoor treehouse, hammock and additional retail space

  • Dish & DUER heads to Europe! We secure our first European retailers and the best is yet to come

Fabric Innovation is in Our DNA

To ensure that the clothes we make meet the rigourous demands of the active individual, we pride ourselves in the unique way we source, weave and blend essential fibres during the development process of our six proprietary fabrics. Our prototype garments are then worn by a crew of testers who hike, bike and explore, to make sure these new goods are ready for DUERs.

We fully believe and advocate for a shift in the shopping paradigm and encourage everyone to buy clothing that looks better, does more and lasts longer.

"Incredibly soft and flexible jeans to add to your favorites. Stretch and move as you please, staying warm when it's cold and cool when it's hot with Coolmax technology."

"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 nonconstricting stretch, they're way more comfortable than fancy selvage."

"A favorite among our testers, the DUER offers five times the mobility of standard denim. The lower rise and climate-controlled stretch proved comfortable on a monthlong trip to the Atacama Desert and the Andes."

"Rather than wearing yoga pants or running tights for non-active pursuits, what if you could wear a great pair of jeans for a day of fun that included biking? Or how about commuting by bike and not needing to change out of technical bikewear?"