What is your business called and what does it do?

The company is called DUER. The origin of the name is related to the intent of the company — whether you’re cycling to work, running into an important meeting, out for an afternoon walk or transitioning from the office to dinner, we design clothing for all you can do in a day.

What made you want to do this work?

When I launched DUER, I had already been in apparel for more than two decades. At the time, I was tired of the race to the bottom, where labels buy the same trend reports and try to create the same products faster and cheaper than anyone else. At the same time, I started riding my bike everywhere, and realized there was nothing on the market that I would wear on my bike that I’d also wear to an important meeting. The thought of solving a real problem facing people and doing something to help people live happier, healthier lives drew me back in.

What problem does this solve?

We’ve developed a product line that’s comfortable and stylish, and fused it with technology to create a performance-driven and durable collection. Because we integrate technical components into all of our products, the brand straddles being a fashion brand and a technology company. At times, this makes our offering a challenge to communicate but a lot of fun to navigate.

Who are your clientele/demographics?

Our product speaks to men and women who lead healthy, active, adventurous lifestyles and need clothes that can keep up.

How does your business make money? How does it work?

We currently sell through our wholesale network of independent retailers in 22 different countries across the globe, with flagship stores in Vancouver and Toronto, as well as online to 52 countries worldwide.

Where in Toronto can we find your profession?

Our Toronto retail store is located at 491 Queen St. West. It opened in April 2019.

What is the best question a prospective customer could ask a member of your profession when comparing services?

Q: Why hasn’t anyone else done this before DUER?

A: I believe the reason we were able to get style, comfort and technical in one is because we started with a different mindset than some of the other brands out there. What I mean by this is there are fashion brands but their products are generally not bringing anything special in terms of technology. And then there are the athletic and athleisure brands but they start with the gym or “apres gym”. We differ from tech clothing because we don’t start with athletic clothing. Rather, we put technical into real pants.

What is the best part about what you do? What is the worst part?

I am a serial entrepreneur and I love brand building. It is like a big puzzle with no singular road map. I also love working with my dynamic young team that teaches me new things literally every day. I do not like the corporate finance part so much – the more we grow, the more money it takes to finance the growth. Sometimes (not often but sometimes) I wish that we were less dynamic because then we could just finance our growth through internal cash flow.

What is your favourite joke about your own profession?

I think many people in the fashion industry take themselves and what we do too seriously, so much so that it is sort of funny. Our business used to be called the “Rags” business, which has an element of humility to it. I love what we do and consider clothing a cool way for personal expression, but we are not doctors or teachers. Ultimately I think our profession would be well served to remember that we do not add all that much to society — at least from an altruistic perspective.

PAY IT FORWARD: What is another Toronto business that you love?

I love all of the gritty little fashion startups coming out of Toronto. Toronto produces so many fashion graduates with small startups. These often begin as a side hustle, which really reflects the emerging Toronto fashion scene at its best. One example is Douglas Tynes with his brand Nightmare Vision.

The post Homegrown Business: Canadian denim brand DUER appeared first on Toronto Guardian.

Daniel works in menswear buying, marketing decisions, media portrayal, backend business decisions, philanthropy, staff training, staff motivation, and brand building amongst other things. Daniel also mentioned their Movember contributions as his father Joel has a bit of a legendary moustache that many folks have paid to see it shaved.

How did you get started in the industry?

It is a family business so I always worked as a helping hand in my teens. I went to university and actually wanted to be a journalist, do some form of creative writing. Before I deciding to pursue that career path, I wanted to try out the whole fashion industry thing. So I started in wholesale, bottom level work, learned a lot about that. I did an internship at Western Gloveworks  in Winnipeg who did Silver Jeans. I worked in their denim factory for about 3 months making jeans and learning how that worked. After learning that I did not want to work in wholesale or in production I decided to take all that knowledge and come back to retail. I liked working in the industry just not those areas. I found retail to be more engaging.

What was it like growing up with the business?

It certainly means a lot more because there is a history of fashion. I am not just working to do well, I am continuing a legacy started by my father. He created a reputation and name for his business that I have to maintain.

What kinds of changes have you seen over time in the industry?

Obviously trends and clothing change constantly. The cycle of what’s hot and what’s not is always something that you have to be in tune with. The introduction of technology, not only from the organizational backend, but also the internet craze, social media, interactive websites. Fashion has really embraced those things much more than many other industries. Using those resources in an effective way that is not overwhelming and makes sense.

We have a new site that you can check out, rainbowjeans.com

How do you keep in touch with fashion trends?

I work on the floors, unlike a lot of buyers. I actually touch the products and talk to customers that walk in the store. I see what they are touching, what they try on. If they need something I pay attention to that. There are some online resources that I use as well as having colleagues in the industry. These are a few I use that all work together to figure out the missing link. I know what works, it is about finding about what else works. It is a constant challenge. You will never hit 1,000, it is about keeping a high batting average.

What is best about doing business in Toronto and in your neighbourhood?

Toronto is a great city, there are a lot of people here. A lot of people come to visit this city. This area has undergone a major transformation from a sort of hippie neighbourhood to more of an upscale cleaned up area. Lots of people come through here, lots of tourists. People gravitate here. There is still a nice mix of big stores and independent stores. People come here just for the experience of Yorkville. Being here so long, has made us a well known place to come visit.

What is it like working with your family at all times?

There are obvious challenges because it is very personal. We all really respect each other. We are all very confident and work toward the same goal. We have a good ability to share ideas and embrace new ones. We also have our trust which is great.

What event you are planning for this year’s fundraiser?

We did a fundraiser last year, Joel had a 40 year old moustache that he had never shaved off, it was a well known moustache! He decided to shave it off for Movember and raised $42,000.

For this year’s campaign we have about 10 individuals, from various fashion brands, who are growing their moustache for Movember, to raise funds and awareness not just for prostrate cancer but for mens mental health issues. We are also trying to make a connection for the fashion industry in Toronto with Movember, as there isn’t much of a connection as there could be. We are starting to create a network this year, such as these ten guys and hopefully it will grow year on year, expanding on the successful event of 2011 when the initial goal was $25,000.

It was remarkable considering how many people have tried to get my father to shave it off, this was a big enough cause for him. He did grow it back!

Any other events you are involved in?

Contests going on at the store, other charity events, an annual Father’s Day BBQ for various charities around the city. We are starting out a new eco-friendly initiative, be more green, such as replacing the water bottles with water machine, recycling etc

We are involved in the community, not only to promoting the store but do things with other people, cross promotions… you can check these out on our fashion blog. We are constantly trying new ways to branch out, keep ourselves involved. Being in business for 37 years you have to be an active member of the community.

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