At a time when many brands are cutting costs and pulling back, Canadian performance apparel brand DUER is expanding, opening new storefronts across North America and launching operations in Europe through a strategic partnership.
Co-founder and CEO Gary Lenett said in an interview with SESO that DUER is seizing the chance to establish a presence in key markets such as San Francisco and Portland, Ore. amidst the uncertainty created by tariffs and lower consumer confidence in the outdoor industry.
“We see uncertainty as an equalizer,” Lenett said. “When larger brands pull back, it creates opportunities for challenger brands like ours to break through.”
Through a joint venture with European partner Hectic, DUER is re-entering the European market with dedicated e-commerce platforms and local distribution infrastructure. “Europe has always felt like a natural fit for DUER,” Lenett said, citing the region’s cycling culture and demand for versatile, performance-oriented clothing.
Retail partners such as REI are taking notice.
“DUER sets itself apart by delivering performance denim that moves with the customer, offering stretch, comfort, and durability for both outdoor adventures and everyday life,” says Jess Weidenbach, REI’s category merchandising manager for apparel. “Their team does an amazing job partnering closely with us to curate the right product mix for our specific customer.”
At Alaska’s Prospector Outfitters, buyer Adrienne Michel said the store’s male customers in particular have responded really well to DUER’s ultra-comfortable pants.
“The ‘No Sweat’ line does very well for us,” Michel said. “They come in a variety of colors and can generally be dressed up or down. They have a great hand and a nice amount of stretch to them.”
Lenett shared more with SESO about how the brand has fared post-pandemic, its retail expansion, and more.
How has business at DUER been in the last year?
Gary Lenett: Any retailer who says the last year has been easy would be stretching the truth. That said, from the start we’ve realized we’re in a complicated business, so I like to stay optimistic. We’re on track for around 25% growth this year over last, with strong momentum in both Canada and the U.S.
The growth is coming from a combination of things including some new categories we’re now offering, additional storefronts that are driving brand awareness, and we’re also catering to a very real culture shift where customers are looking to do more with less. This is exactly what we design for. We’ve opened a few new stores in Canada in the past year, most recently in Victoria, and now we’re doing the same in the U.S., with new locations in San Francisco and Portland opening later this summer.
DUER’s new San Francisco storefront. Photo courtesy of DUER.
Did DUER experience the post-pandemic inventory challenges that affected many brands?
Gary Lenett: We actually came out of the pandemic in a fairly strong position, and I don’t say that making light of a really challenging period for all of us. Owning our own factory gave us the control and flexibility to avoid overproduction or chasing short-lived trends. Our products have remained relevant because they’re designed for real-life activities, meaning we weren’t trying to sell suits when no one was able to go into the office.
What we noticed during COVID is that comfort became a non-negotiable, and this quickly supported people turning to DUER for their head-to-toe outfitting needs. Our stretch-infused pants hit that sweet spot — they’re more polished than athleisure but just as comfortable, making them a go-to no matter what the day looks like.
What are your hero products that drive the business?
Gary Lenett: We don’t make gym clothes. We make everyday essentials for people who are always on the move. Our Performance Denim and No Sweat lines are our standouts. Performance Denim looks like classic jeans but has exceptional stretch, a signature gusset in men’s, and other performance features. We call our signature No Sweat Pant program what we do because it looks like a pant but feels like a sweatpant.
We also launched Stretch Canvas last year and it’s quickly becoming a bestseller because we’ve reinvented a classic workwear fabric to be incredibly comfortable without losing durability. We’ve found that space between function and style — and that’s where we’ve built the brand.
Co-founder and CEO Gary Lenett wears DUER’s denim for casual cycling. Photo courtesy of DUER.
How do tariffs impact your business, and how does factory ownership help?
Gary Lenett: Like almost every brand, tariffs are something we have to factor into our costs. But owning our factory gives us a lot more flexibility and stability here. My co-founder, Abid Hafeez, runs the operation in Pakistan, and that partnership means we can maintain quality and consistency even as global conditions shift. If we didn’t own the factory, we wouldn’t have the same ability to adapt.
How did you decide where to expand your retail footprint?
Gary Lenett: We look for cities that reflect the DUER lifestyle — active communities, walkable and bikeable streets, and easy access to nature. Our apparel is built for everyday adventures, so places like Portland and San Francisco fit that vision perfectly. We’re also intentional about the neighborhoods we choose. Hayes Valley (San Francisco) is a great example. It’s vibrant, community-driven, and easy to navigate on foot or by bike. While we do have a couple of mall locations, we generally favor street spots with a strong sense of community where we can really connect with our customers.
How important is wholesale to your growth strategy?
Gary Lenett: Wholesale is a big part of our business. About 40% of our sales come through retail partners, and those relationships are important because they don’t just drive revenue — they help build brand awareness in markets where we don’t have stores yet. We’re selective about who we work with and really value those partnerships. It’s not just about distribution; it’s about aligning with the right retailers who understand and represent the brand well.
Tell us about the European expansion with Hectic.
Gary Lenett: Europe has always felt like a natural fit for DUER. Even before the pandemic, it was one of our fastest-growing territories. There’s a real connection between how people live there — like bike commuters in Amsterdam who want street-ready clothing instead of polyester — and the balance of style and performance we build into our clothing. During the pandemic, we focused on North America, but now we’re ready to go back in.
The joint venture with Hectic gives us the infrastructure to do it properly. We still drive the strategy, but their local expertise, distribution network, and warehousing capabilities allow us to scale in a way we could not alone. Our new European e-commerce platforms also give customers direct access to our bestsellers. It’s the first time we’ve had a coordinated effort in the region, and it’s already off to a strong start.
Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
