The Duers of Fashion

Sustainability, Social Impact, and Retailtainment: Duer’s Role in Shaping the Future of Fashion

Duer takes a holistic approach to fashion, blending sustainability with high performance. Their commitment to innovation and ethical production is complemented by “retailtainment,” transforming the shopping experience.

It is all in the name: “Designed for “doers” to move comfortably from bike lane to boardroom to an evening out, all in a single pair of pants.” DUER is building community, and fostering long-lasting relationships—just like their durable, long-lasting clothing.

Durryl Washington, Store Manager at Duer in Larchmont Village, brings their design expertise to create an engaging retail space. “I started in women’s wear because I would see my grandmother and my mother get dressed for church. Growing up as a bigger kid, I always found existing clothes boring, so I would tie-dye or cut and hem things. I went to college for fashion and fell in love—it has taken over my life,” says Durryl.

Drawn to the store by its name’s similarity to their own, Durryl finds inspiration in both the store’s mission and their daily work with fabrics, enhancing their career and building meaningful connections with others.

Duer is promoting environmental stewardship within their fabrics by eliminating plastic fibers from their products by 2028. Currently, 85% of Duer’s fabrics are made from natural materials, and 15% include synthetic or plastic fibers while actively working to replace these with environmentally friendly options. Plant-based alternatives are less likely to shed microplastics into the ocean.

Durryl talks about the fabrics at DUER, “Our t-shirts are made from Pima cotton, which features longer threads that prevent breakdown and shrinking. Most of our items have moisture-wicking properties and are antimicrobial, which helps repel dirt and stains.”

Duer’s Performance Denim features an innovative fabric composition, including 70% organic cotton, 28% COOLMAX®, and 2% LYCRA®, these jeans offer improved mobility, moisture-wicking, and temperature regulation.  

Gary Lenett is the CEO and Co-Founder of DUER. His career began in teaching and law, he has spent the last 30 years designing and crafting jeanswear and casual apparel. Lenett worked with industry giants like Levi Strauss, Guess Jeans, The Gap, and Nike before DUER.  His extensive background includes major North American denim licenses and the creation of influential brands such as International Denim (ID Wear), Dish Denim, and DRT Jeans. At DUER, Lenett is transforming the denim market with cutting-edge fabric technology that provides five times more stretch and is 30 percent lighter and stronger than traditional denim.

Why is this important?

Dr. Sonali Diddi is an Associate Professor in the Department of Design and Merchandising at Colorado State University, where she also serves as the Engaged Faculty Lead in the Office of Engagement and Extension and an Affiliate Faculty member of the School of Global Environmental Sustainability. Dr. Diddi’s work focuses on the intersection of sustainable fashion, consumer behavior, and environmental impact, making her a leading voice in sustainable and responsible design practices.

Sustainability in fashion is a complex and multifaceted issue, encompassing environmental, social, and ethical considerations according to Dr. Sonali Diddi. She highlights the importance of evaluating materials, garment construction, and the conditions under which clothing is made to ensure durability and ethical production. The challenges extend beyond  “sustainable” fabrics. 

Dr. Didi says, “I think we have lost the investment part of it because we are just living in the now and instant gratification time. So just thinking through where our values are, and then making purchase choices.” 

Defining sustainability encompasses more than just the fabric. It could also include:

• The environmental impact of synthetic materials like polyester,
• The need for Slow fashion 
• Habits that drive consumption, 
• Lifecycle, creation, and disposal of products. 
• Need versus want and
• The appeal of fast fashion. 
• Ultra-fast fashion and consuming/promoting cheap, disposable clothing that burdens landfills and the environment.
• Reusable water bottles

“I think I always want to believe, that innovations are done with in good faith and benefit for all kinds of stuff,” says Dr. Didi. “So when we did create a polyester problem or the plastic bottle problem, we didn’t think about how much waste we’re creating. And then the technology came where they said, Oh yeah, don’t worry about it. We’re going to take all these plastic bottles and turn them into fiber, which you can wear. Little did they realize that once they did this, much later in the production phase and the use phase it was realized that the recycled pet bottle fiber or the recycled polyester releases more microplastics than the virgin polyester.” Dr. Didi adds, “From a perspective, why are we even consuming so many plastic bottles?”

So what are the tips to avoid this or how do we move to consume more ethically? Dr. Diddi has advice for shopping:

• Do you need it or want it? Are you bored and want to shop or do you need a new pair of jeans because yours ripped?
• Read clothing labels as closely as food labels. Follow best practices of natural fibers over synthetic fibers. The clothes on our body have chemicals that go through the skin.
• Do your research about brands. Are they thinking about sustainability? Are they not thinking? Are they authentically engaging in sustainability and transparency around what is in their product?

• Thinking through how to take care of your clothing and what are some best laundry practices to engage in.
• Wash less. 
• Buy quality clothing that stays more than two months, or two seasons more in investing clothing as we used to 20 years back.
• Thinking through where our values are and then making those purchase choices.

Consumers increasingly seek brands that align with their values, contributing positively to the world. This shift towards experiential retail and sustainable fashion reflects a broader cultural movement advocating for responsible consumption, making power with their dollar and making their dollar more meaningful with experience with others. 

Duer’s commitment to sustainability is evident in its transparent practices and high-quality, versatile fabrics designed to last. By reducing frequent washes and replacements, Duer aligns with the principles of slow fashion promoting a more sustainable approach to clothing. Duer’s impact extends beyond its products to connecting the community.