DUER has significantly expanded its retail presence in 2024, largely through strategic store openings. DUER, a Canadian denim brand established in 2015, has initiated several new stores, including a new store in Edmonton, Alberta at Southgate Centre. The opening event kicked off with a celebratory endorsement featuring Edmonton Oilers' goaltender, Stuart Skinner. The 1,750-square-foot store will showcase DUER’s full range of men’s and women’s apparel. With a strong base of loyal fans in the city—thanks to partnerships with retailers like MEC and Sporting.
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During the Grand Opening Weekend, fans can enter to win an exclusive meet-and-greet with Skinner, who was recently captured wearing DUER’s famous Performance Denim along with the brand’s more formal offering, NuStretch. “These DUER pants feel awesome and look great too,” said Skinner. “Now that I’ve found pants with stretch that fit my muscular legs, they’ll be my go-to.”
CEO Gary Lenett, leveraging an extensive background with industry leaders like Levi Strauss and Guess Jeans, continues to push DUER towards innovation in fabric technology. “After decades making jeans for some of the world’s best brands, I started DUER because I couldn’t find pants I’d want to wear to ride my bike to an important meeting—this was the inception story of Performance Denim,” said Gary Lenett, CEO of DUER. “Partnering with Edmonton’s own Stuart Skinner is a natural fit as he embodies the active, on-the-go lifestyle that our clothing is designed for and has deep roots in the community.”
Further bolstering its retail network, DUER also inaugurated a new store on Larimer Street, Denver, CO, and another flagship location in Los Angeles, CA. The Denver outlet promises to offer the "world’s most comfortable pants," providing customers with a robust shopping experience tied to the brand's performance-driven ethos. The Los Angeles store, found on North Larchmont Boulevard, is part of DUER’s flagship series designed to integrate comfortably into varying work and leisure environments.
Additionally, DUER's growth strategy in 2024 included fostering community partnerships, as seen with their collaboration with the Canadian Sport Institute Ontario (CSIO) announced on October 21, 2024. This partnership aims to leverage DUER’s expertise in performance apparel to benefit athletic communities, emphasizing the brand's commitment to socially impactful initiatives.
The company’s innovative approach to fashion—focusing on sustainability and “retailtainment”—is central to its business model. Offering products that seamlessly transition from casual to professional environments and emphasizing durable, ethically-made fabrics, DUER aligns with the increasing consumer demand for responsible consumption. By 2028, DUER aims to eliminate plastic fibers from its products, currently standing at 85% natural materials and actively working to replace the remaining synthetic portion with environmentally friendly options.
