Portland’s active lifestyle is well-known and celebrated, with residents biking to work, hiking in Forest Park, and enjoying the city’s extensive bike routes and pedestrian-friendly pathways.
This vibrant city values movement, making it an ideal location for DUER’s new flagship store, set to open in mid-September at 820 NW 23rd Ave.
Founded by Gary Lenett, DUER focuses on providing apparel that meets the demands of both comfort and style for the modern Portlander.
Lenett’s journey began a decade ago when he was faced with a common dilemma: traditional jeans were too stiff for biking, while athletic wear lacked the professionalism needed for work.
His solution? Create performance denim that incorporates flexibility and style, blurring the lines between gym wear and office attire.
DUER’s products combine natural, heritage-inspired fabrics with technical features that enhance comfort and performance.
Their Performance Denim, for instance, is designed with 360° stretch, premium cotton, and properties such as antimicrobial, temperature-regulating, and moisture-wicking fibers.
Further expanding its offerings, DUER incorporates Stretch Canvas, which is lightweight and flexible, ensuring all-day comfort, along with gussets to reinforce garments.
Notably, DUER owns its manufacturing facility in Pakistan, allowing for continuous vertical integration and a commitment to quality fabric blends that balance style and utility.
Lenett emphasizes, “From ultra-lightweight jeans for summer to fleece-infused denim that stands up to the cold, everything we make is built with the realities of the PNW in mind.
We’ve also grown beyond denim, blending performance fibers with other natural fabrics like canvas and twill.
The goal has always been to make clothes people actually want to live in, pieces that feel as good as they look.”
Understanding the importance of biking in Portland, DUER acknowledges that it’s not merely a mode of transportation but an integral part of the city’s culture.
This insight paves the way for a collaboration with Breadwinner Cycles, a local small business renowned for crafting handmade, custom bicycles.
Together, they introduced The Vera, a unique city bike designed for Portlanders who value both style and functionality.
The Vera, Breadwinner’s latest frame design after three years, mirrors DUER’s ethos of functional and stylish attire.
Its hand-built steel frame promises a smooth ride, while the Shimano Q’AUTO automatic drivetrain ensures effortless shifting without batteries or buttons.
In celebration of their collaboration, DUER and Breadwinner will showcase The Vera at the MADE Bike Show from August 22 to 24.
To excite the community, they are also hosting an Ultimate Commuter Package Giveaway, allowing one lucky Portlander to win The Vera along with a $300 DUER gift card.
This giveaway runs from August 15 to October 20, coinciding with the opening preparations for DUER’s flagship store.
The soft launch in mid-September will lead into a grand opening weekend celebration from October 17 to 19.
Attendees can expect live music from local artists, beverages from Portland’s craft industry, and exclusive in-store giveaways.
The new store will offer more than just stylish clothing; it aims to embody a spirit of exploration and creativity, serving as a hub for the active lifestyle community.
Lenett states, “Our promise is that our apparel will facilitate experiences and adventures, and we design our stores with that same mindset.
We want people to walk in and immediately feel the spirit of the brand—that sense of movement, exploration, and possibility.”
With the combination of performance-focused apparel and bikes tailored for the urban commuter, DUER is set to become a cornerstone in Portland’s vibrant community.
image source from：wweek
