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Words from the Original DUER

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Gary Lenett, DUER, founder, CEO, letter, Vancouver Entrepreneurs

 To kick-off our new Uncuffed blog, founder and original DUER, Gary Lenett, shared how DUER came to be and why we make the best pants in the world.


I started this business three years ago at an age when most people were winding down their careers. Yes, people thought I was crazy. Yes, sometimes I agree with them.

It all started when my office commute changed from four wheels to two. I loved my bike, but I hated my bike-to-boardroom clothing options. Athleisure made me feel underdressed. I wore it on the weekends, but after 25 years working with the best in the fashion business (from Levi’s to Ralph Lauren) I couldn’t stand the thought - or the feel - of wearing a polyester-rich pant in the office all day.

So, I decided to do something about it. I enlisted the best in the biz to flip athleisure on its head. And from there, DUER was born.

At DUER, we take street clothing (like denim) and add technical elements such as moisture wicking and odour neutralization, so you can do everything you do in a day without changing your clothes. And it’s working.

We started in a small office with just five people and now have almost 30 people on our team. You can find DUER in hundreds of retailers across North America, directly on duer.ca, and on people in over 60 countries.

We’ve grown and grown up. Aside from our Performance Denim, we now offer a variety of sophisticated fabrics, with all the same amazing features and some new ones too.

But the best part about the DUER journey? We're solving a problem that people didn't even know they had. People didn't know they were uncomfortable in traditional denim until they tried our pants on.

So, what are you waiting for? Get into our pants and join this global community of DUERs. We can’t wait to hear about the adventures you’re going to get up to.

Vancouver Entrepreneur, Career Goals, Founder, Small Business, Start Up

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