Featured on the Wallstreet Journal, NBC, and Forbes, DUER is a BC-based brand that 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. So he partnered with Abid Hafeez, a performance fabric expert with over 25 years of experience with technical brands, and DUER was born.
Working together with the DUER team, we crafted a road-trip campaign that centered around exploring the west coast. The goal was to highlight the unique features of of their performance-based denim, like Waterproofing, Super Stretch fabrics, the Signature DUER Gusset, Temperature Control (integration of COOLMAX fibers) and Silvadur antibacterial treatment (perfect for road trips when you don’t have easy access to to laundry for days on end).
Images from the campaign were used in multiple executions across the brand’s touchpoints, performing measurably well in email, website and social and more.
The team at DUER has a ton of creative energy and are a pleasure to work with.
And most importantly, their pants are truly an amazing product. I can safely say that almost every pair of pants you see me wearing are DUER (yes - even under my waders). Not because we’ve worked together, but rather because they’re just the best jeans available for active humans.
For cold weather peeps, check out their fleece-lined Fireside jeans - they’re a game-changer for the winter months.