DUER set up shop in 2013 intent on bridging 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. He partnered with Abid Hafeez, a performance fabric expert with over 25 years of experience with technical brands, and DUER was born