Evolution of Denim
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Evolution of Denim 〰️
When I joined DUER, the assortment was built around one hero: Performance Denim. While exceptional, it limited the range of products we could create.
I developed three new denim fabrics, each with its own performance characteristics and personality, expanding the assortment and giving the brand more room to evolve.
From one hero fabric to a fabric family.
01
Performance Denim Lite
02
Performance Denim Plus
03
Performance Denim Luxe
Evolution of Fit
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Evolution of Fit 〰️
As menswear shifted toward wider, more relaxed proportions, I evolved DUER’s fit offering beyond its slim and athletic tapers.
I introduced Slim Straight, Straight, and Relaxed Straight, expanding the fit architecture to reflect the changing silhouette and customer.
Wash Development
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Wash Development 〰️
Every wash starts with a story. Who wore it, where they lived, and what the denim experienced along the way. I imagine how the garment would naturally wear, fade and break down through that life, then translate those moments into the wash.
The result is denim that feels lived-in, authentic and full of character, as if it already has a history.
