Creating a new (fast-growing) market segment

Lululemon, Ralph Lauren, Levi’s – Gary Lenett has worked with the largest brands in the industry but 5 years ago, after three decades in the denim business, he wanted something different. That was the start of DUER, a fast-growing “adventure-ready apparel” brand based in Vancouver, Canada. In this interview, we discuss the 3 critical factors needed for any brand that wants to grow fast (and yes, luck is one part of it).