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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.

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.