DUER was founded in 2013 by two entrepreneurs. With over 25 years in the fashion industry making jeans for many of the best known jean brands in the business, including Levi Strauss, Gary Lenett saw an opportunity to bridge the gap between fashion and functional clothing. As an avid urban cyclist based in Vancouver, Gary identified an opportunity for those that wanted to take advantage of all that the outdoors offered without sacrificing style. So he partnered with Abid Hafeez, his long time NYC based friend and performance fabric expert. With over 25 years of experience as a supplier to technical performance brands like Under Armour and Puma, Abid complimented Gary’s denim expertise with the result being, Du/er performance custom denim.