an entirely different form,” said Gary Lenett, Founder of DUER. “Not gym wear and not traditional jeanswear, but something in between, made using natural fabrics like denim that balance both style and function.

The response from customers confirmed what I believed from the start: people don’t want to wear gym clothes beyond the gym if they have a stylish alternative built to move through every part of their lives.” The strategic partnership with Hectic leverages the distributor’s local expertise, distribution network, and warehousing capabilities to enable scalable operations across Europe.

Building on an established footprint in 12 countries including the UK, Germany, France, and the Nordics, dedicated ecommerce platforms shopduer.eu and shopduer.co.uk will give European customers direct access to bestselling styles.

“While we see great opportunities internationally with Hectic, we are equally focused on strengthening our brand here in North America,” said Lenett.