150 years ago, denim started as tough, rigid workwear — built to last, but not built to move.⁠ ⁠ In the late 20th century, it made the leap from utility to icon. From James Dean to Cindy Crawford, jeans became a symbol of effortless cool. By the '90s, jeanswear was the cultural uniform for timeless style.⁠ ⁠ But even a decade ago, jeans were still being made the same way they had been since the 1800s. Until one bike ride changed everything.⁠ ⁠ After decades in the denim industry, DUER’s founder traded his car for a bike, and quickly realized his jeans couldn’t keep up with his new lifestyle.⁠ ⁠ So he designed exactly what he needed: A performance-driven jean built with stretch, breathability, and more. And just like that, DUER was born.⁠ ⁠ Ten years later, we’ve redefined what denim can be.⁠ ⁠ Not workwear. Not athleisure.⁠ Performance Jeanswear has reinvented the classic jeanswear uniform for 21st Century lives. It’s clothing you can live, work, and play in without compromising on comfort or style.