Brand Tone

Adventurous & Active, Innovative & Technical, Practical & Versatile, Conscious & Responsible, Relatable & Authentic, Confident & Straightforward

Brand Values

• •Versatility: Creating multi-functional apparel that allows people to do everything in a day without changing clothes.
• •Comfort & Performance: Prioritizing fabrics and designs that offer exceptional comfort, stretch, and technical benefits like moisture-wicking and durability.
• •Sustainability & Ethical Production: Committing to using plant-based and eco-friendly materials, reducing environmental impact, and ensuring ethical manufacturing processes.
• •Durability & Timeless Style: Designing high-quality, lasting garments that transcend fleeting trends, encouraging consumers to buy less but better.
• •Simplicity & Purpose: Believing that getting dressed should be simple, with a few well-made pieces that serve multiple purposes.
• •Authenticity & Adventure: Supporting those who seek adventure and live life to the fullest, reflecting this in their product design and marketing.

Best Practices

• •Lead with Purpose & Versatility: Always connect product features back to the core benefit of enabling a versatile, active lifestyle. Emphasize how DUER helps people "do more with less."
• •Highlight Innovative Comfort: Use descriptive language that conveys the unique feel and performance of the fabrics (e.g., "ridiculously comfortable," "like wearing sweatpants," "moves with you").
• •Integrate Sustainability Naturally: Weave in the brand's commitment to plant-based fibers and ethical production as an inherent part of the product's value, not just an add-on.
• •Speak to the "Doer": Address the adventurous, active, and conscious individual. Use an encouraging and empowering tone.
• •Maintain Authenticity & Relatability: Use clear, straightforward language. Incorporate customer experiences or relatable scenarios where the apparel shines. Avoid overly technical jargon without explaining the benefit.

Social Perception

High-Quality & Comfortable, Innovative & Functional, Worth the Investment, Sustainable & Ethical Choice, Versatile for Modern Lifestyles, Growing & Reputable

Copy Examples

• •Headline: From Bike Lane to Boardroom: One Pair of Pants. Endless Possibilities. Body: DUER Performance Denim. Engineered for your dynamic life. Experience radical comfort and all-day versatility, crafted with sustainable plant-based fibers. #DoMoreWithDUER
• •Headline: Adventure-Proof. Office-Ready. Earth-Friendly. Body: Don't choose between comfort, style, and sustainability. Our No Sweat Pant combines all three, using innovative fabrics that keep you cool, move with you, and are made to last. Wear it everywhere.
• •Headline: Tired of Changing? So Were We. Body: That's why we created DUER. Apparel designed to keep up with your every move, seamlessly transitioning from work to weekend, city to trail. Built with plant-based performance.
• •Headline: Invest in Versatility. Invest in the Planet. Body: Own fewer, better things. DUER's timeless styles are made with durable, sustainable materials, so you can minimize your closet and maximize your life. Consciously crafted for the modern doer.
• •Headline: The Only Pants You'll Ever Need? (Many Say Yes.) Body: Discover the freedom of DUER. With thousands of 5-star reviews praising our unparalleled comfort and game-changing versatility, it's time to feel the difference. Shop now and simplify your wardrobe.