DUER, the category creator behind Performance Jeanswear, has opened its first San Francisco store at 567 Hayes Street in Hayes Valley.
The Canadian brand, which pioneered Performance Denim, said it has since expanded the category by reengineering classic fabrics with technical features, and now brings its signature blend of versatility, performance, and style to one of the world’s most forward-thinking cities.
Drawing inspiration from the golden era of iconic jeanswear, DUER has reinvented the five-pocket silhouette for the modern individual—someone constantly on the move but unwilling to compromise on style. Heritage fabrics like denim, canvas, and twill are infused with performance features such as cooling, stretch, and a signature gusset in the men’s collection for ultimate comfort, it said.
“DUER started with a simple idea. I was biking to work and couldn’t find a pair of jeans that were comfortable enough to move in but still looked good at the office,” said Gary Lenett, Founder of DUER. “I’d spent years designing jeans for brands like Levi’s and Nordstrom, but nothing out there really reflected how people live today. That moment kicked off something bigger and led to a whole new kind of clothing that’s built to move and made to look great.”
Situated in Hayes Valley, San Francisco’s most vibrant and sought-after retail neighborhood, DUER’s new store brings its trademark denim to a neighborhood known for bike-friendly streets and strong sense of community. Surrounded by like-minded brands including Peak Design, Cotopaxi, Buck Mason and All Birds, the space will feature DUER’s full men’s and women’s collections. The open and free-flowing 1,000-square-foot space features playful elements that encourage shoppers to move, test, and explore, mirroring the freedom DUER clothing provides in the real world, added the brand.
“We originally designed this apparel for the Pacific Northwest, where active, outdoor living is part of everyday life,” said Lenett. “Now we’re expanding across the West Coast and opening in cities that reflect that lifestyle. San Francisco fits that vision perfectly, with Portland up next and Seattle on our radar.”
DUER will host a Grand Opening Weekend September 12–14 featuring live music, refreshments, and exclusive giveaways. Store hours are Monday to Saturday, 11 a.m. to 6 p.m., and Sunday, 11 a.m. to 5 p.m. For more information, visit: https://shopduer.com/pages/san-francisco.
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