DUER
Rooted in denim and designed for movement, DUER brings together the utility of performance wear and the ease of everyday dressing. The creative direction balances an energetic, active spirit with a more elevated, considered aesthetic showcasing clothing made to move through real life.
As Creative Director, I helped shape how DUER shows up in the world, from seasonal campaign concepts and art direction to brand storytelling and the development of the in house creative team. Together, we brought a more cohesive, considered perspective to the brand while keeping its energy, functionality and connection to everyday life at the centre.
The following projects explore different ways of bringing that perspective to life.
INTERVAL MAGAZINE
When DUER founder Gary Lenett introduced the idea of a printed magazine for the brand, I was more than excited to run with it. A return to my print roots, Interval was an opportunity to create something with a life beyond the product itself: a lifestyle publication reflecting DUER's point of view, the people and ideas that inspire it, and the things we believe worth writing about.
For Fall/Winter 2026, we developed the publication from the ground up, shaping the editorial direction and conceptualizing each article with an excited spirit. Having the freedom to work across every aspect of the magazine, from its visual language and typography to the layout and pacing of each spread, was a welcome return to the kind of hands-on, print-led design that first shaped my practice. There’s something different about designing for a physical format, knowing the work will be held, read and returned to, rather than fleeting past on a screen.
We invited contributors whose perspectives align with DUER's philosophies and who had something interesting to add to the conversation. Our longtime stylist partner, Leila Bani, put her spin on crucial Fall looks. An Ontario flower farmer offered a poetic stance on noticing the ebb and flow of colors in nature. We were inspired by the POV of two local artisans and their approach to innovation and craft, and we spoke with stuntwoman Jen Clarke, who’s job is done a little easier in DUERs. And in an effort to scientifically prove that denim with stretch does indeed make life more effortless, we worked with the leaders in pressure measurement technology to capture the data.
The content moves between thought leadership, product knowledge and unexpected editorial, offering readers a richer picture of the world beyond the clothes.
More than a product companion, Interval was conceived as a way to give DUER a stronger voice, extend the brand beyond clothing, and invite people into a broader conversation about the ideas, people and perspectives that matter to us. Printed on uncoated, fully recycled stock, the inaugural issue is available in select DUER stores and wholesale showrooms.
EDITORIAL CONCEPT, DESIGN, CREATIVE DIRECTION
CONTRIBUTORS
Lead Copywriter - Joni McKervey
Art Direction, select shoots - Leon Lee
Photography - Juno Kim, Brian Ceci, Rendell Catbagan, Vishal Marapon, Patrick Menard, Toby Bannister, Miles Clark, myself
Original Artwork - Lincoln Agnew, myself
Individual contributors/Duer Team - Christian Jones, Toby Bannister, Meredyth Cole, Ruby Curtis, Tung Vo, Nadia Gillies, Elizabeth Davey
SEASONAL PHOTO & VIDEO
Over two years with DUER, I led the creative direction of the brand’s seasonal and campaign photography. The goal was to bring the imagery up to the level of the product. DUER makes performance clothing for people who are always on the move, and the photos needed to show that.
We brought in models who could jump, stretch, climb and hold a pose mid-air, creating a genuine sense of fluid movement. The comfort, versatility and freedom built into the clothing became the baseline for each shoot.
Working with a pool of exceptional stylists, photographers and producers, we introduced a more contemporary, elevated and distinctly urban direction, balancing a fashion-forward sensibility with the everyday practicality at the heart of the brand. From clean studio sets to open skies and natural environments rich in texture and form, each season built on the last, creating a more recognizable visual language.
That direction extended into DUER’s seasonal lookbooks, wholesale catalogs and retail POP. Alongside refreshed photography and elevated styling, we introduced cleaner layouts, more intuitive navigation and refined brand messaging. Digital editions incorporated interactive navigation tools, making collections easier to explore and creating a more effective wholesale experience. These changes contributed to an increase in wholesale accounts and sales.
Video and GIFs further extended the feeling of freedom and movement across digital channels, bringing fun and personality to the brand’s online presence and creating a more cohesive expression of DUER across campaigns, wholesale and digital.
CONTRIBUTORS:
Photography
Vishal Marapon (Img compilations 1-2, 5-8)
Pooya Nabei (Imgs 3-4)
Evaan Kheraj (Imgs 9-16)
Styling:
Sanja Kovacevic (Imgs 3-4)
Leila Bani (All other images)
Producer:
Amber-Leigh Polowich
RETAIL EXPERIENCE
During a significant period of retail expansion, DUER opened seven new stores in two years. Working alongside a retail experience and an interior designer, I helped evolve the brand’s in-store environments, working on the ground in Portland, San Francisco and Vancouver to bring the creative direction into our physical spaces.
We approached each store individually, working with its existing character and architecture while introducing a growing set of recognizable brand elements. The result was a more cohesive experience that still allowed each space to retain its own personality and soul.
We introduced a series of considered design elements that brought DUER’s story to life in tangible, engaging ways. The DUER Story walls communicated the founder’s vision, our purpose and the principles behind the brand, while The Building Blocks of Our Denim transformed product knowledge into a tactile, three-dimensional experience. Through physical samples, materials and storytelling, customers could explore the tried-and-true techniques behind our denim, the specialized patterns that give our pants greater freedom of movement, and the transparency behind our production. These installations went beyond visual merchandising to make the thinking, craftsmanship and innovation behind the product accessible and tangible.
Recurring features, including the suspended bicycle, connected the spaces to DUER’s active, on-the-move spirit. We retained existing elements, such as the dark pipe framework, wherever possible, building on previous designs rather than replacing them unnecessarily. New details, including fluted tambour finishes and custom change-room tables with functional storage, introduced warmth, texture and considered functionality.
Each store developed its own identity within a shared brand language, creating retail environments that felt distinctly DUER without feeling like copies of one another.
CONTRIBUTORS
Retail Design - Toby Bannister
Interior Design - Janelle Frances