Du/er Launches Tech Fleece Jeans for Winter

Canadian apparel brand Du/er has introduced Tech Fleece, a new fabric designed to provide warmth and comfort during cold winter weather without the bulk and stiffness of traditional lined jeans.

The new material integrates fleece and denim at the yarn and weaving stage. This allows the exterior of the jeans to look and feel like regular denim, while the interior is soft and fleecy. Du/er states the fabric is also stretchy, breathable, and water-repellent, making it suitable for various winter conditions.

The collection is released in two styles: men's jeans and women's utility pants, both priced at $159. The company has focused its product development on combining the appearance of everyday wear like jeans with the technical features of activewear, such as flexibility and breathability.

Du/er founder Gary Lenett has decades of experience in the denim industry. He established Du/er in 2015, identifying a market gap for comfortable and functional everyday clothing, particularly for cycling. The company has experienced steady growth, expanding its product lines and sales channels. The Tech Fleece launch coincides with the brand's increased push into the U.S. market.