One of Los Angeles’ favorite fashion destinations is getting a technical upgrade this fall.
Canadian performance denim and apparel brand Duer announced this week plans to open its second U.S. brick-and-mortar location on South La Brea Avenue in L.A.’s Fairfax District. Dubbed “streetwear row,” Duer will be situated amongst retailers like Arc’teryx, Fjällräven, American Rag Cie, Carhartt WIP, Champion, Stüssy, Union and Nudie Jeans.
The location is full of potential for the brand, which traverses the denim, sportswear and outdoor apparel categories. The 1,850-square-foot retail space will combine materials like plants, trees, wood chips and recycled plastic bottles to help “narrate” the brand’s focus on a natural approach to performance fashion.
The company reports that 95 percent of its garments are made with natural and sustainable materials. Rather than rely on synthetic-rich fibers to enhance the performance aspect of its garments, Duer uses plant-based materials like organic cotton and Tencel and low-impact dyes to ensure long-lasting comfort and quality.
Like its new neighbor Nudie, Duer’s in-store denim repair program offers customers free repairs for one year after purchase in an effort to keep garments in closets and out of landfills.
“Side by side with leading jean and performance wear brands on La Brea Ave. is the best-case scenario for our foray into L.A.,” said Nadia Gillies, Duer brand director. “Product versatility, as it relates to moving easily from one activity to the next without having to change clothes, is well-suited to the California climate, culture and consumer.”
Duer opened its first U.S. location last year in Denver, adding to the four stores the company has throughout Canada. Located in the Mile High City’s trendy RiNo district, the 1,600-square-foot space offers the brand’s full range of jeans as well as its No Sweat and Live Lite collections geared toward the city’s active outdoor lifestyle.
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From placement at Nordstrom to REI, physical retail has played a critical role in customers discovering the brand as well as its durable water repellent finishes and breathable, moisture-wicking properties.
Gary Lenett, Duer co-founder, said a dedicated storefront in L.A. has always been the plan but was “just a matter of when.” The decision to expand into the Los Angeles market now, however, foreshadows a year of growth for Duer’s retail program. The company’s e-commerce and wholesale businesses show a “built-in fan base and demand” in the L.A. area, Lenett said.
“Our greatest opportunity for growth in this region is now,” he said.