Kickstarter For Jeans - Duer Denim

May 21, 2020

🔥🪑Hot Seat EP 6 - Duer Denim Evolves Ecom and Solves Markdown with NEXT, their Kickstarter for Pants

Gary Lenett is a fashion industry icon. He got tired of predicting trends for the new denim wash and decided to make pants that served a simple function: pants so good, you'll never have to think about pants again. Duer look great and feel great, and can be worn for any occasion.

This fast scaling Vancouver brand was taking the Canadian retail, wholesale and ecom world by storm, when Corona hit. Luckily they were prepared.

Gary had long been planning NEXT, a new system for product distribution modelled after Kickstarter, a platform that Duer has already been massively successful with.

Pants on Demand, reduce the two biggest issues for apparel brands 1. by producing pants for people who order them you keep excess out of the landfill and 2. You'll never have to markdown goods again.

We also were lucky to have Calvin Roex, the head of their ecommerce platform where we discussed their most successful channels, the launch of their new program as well as suggestions for them to improve and expand on their angles.

If you've read this far, make sure to SUBSCRIBE!


00:00 - Gary Lennett Fashion Industry Legend and the Duer Story

02:01 - The Birth of Lifestyle apparel and Athleisure wear

04:03 - Duer pivots to on-demand denim with internal Kickstarter platform NEXT

6:44 - Two biggest reasons for on-demand fashion: Landfill and Markdown

09:33 - How NEXT works (Kickstarter model)

10:02 - Problem/Solution clothing and how NEXT saves on prototype testing

16:11 - NEXT on Demand vs straight ecommerce for DUER

18:33 - How NEXT makes you feel like an insider/backer

20:43 - DUERs performance marketing efforts (ads and influencers)

21:10 - Whitelisted influencer traffic for Duer (must do!)

22:30 - Canada’s Ecommerce scale potential (bigger than you think)

24:27 - DUER’s retail vs wholesale vs DTC sales

27:04 - Pilothouse shouts and insights about DUER Ads and CX

28:16 - Indoor vs Outdoor creative - realistic vs aspirational creative (aspirational wins)

30:45 - Advice: Feeding the AI with ANGLES

32:00 - Hitting the feed with multiple takes on the same products

32:50 - If you had a $50K grant given, where would you put it?

34:21 - Attribution model chat

38:42 - Gary’s philosophy about consumerism and clothes. Buy good clothes, that last so you don’t have to think about clothes

40:58-  Eric’ Angle for DUER makes Gary’s day “Jeans that make me wanna bike more”

42 - Gary’s stories belong in your ads

Let's scale your brand

You provide the product and the vision. We provide the growth team for full-funnel digital marketing.


More Blog Posts

Explore our thoughts on advertising, media-buying, marketing, etc.

Designing eCommerce Experiences with Facebook Shopping’s Design Manager

January 12, 2021

We’re serving up high-end experience and design expertise for this week’s pod with Andrea Wagner, Design Manager for Facebook Shopping and Jesse Campbell, designer and founder of design agency Partner.

All Killer No Filler: Will iOS14 wreck your Facebook Ads campaigns? (GAME-CHANGING RULES INBOUND)

January 9, 2021

On this week’s All Killer No Filler, the Pilothouse team catches up with Right Hook Digital Co-Founder and CEO Dee Deng to talk iOS 14.

DTC+ Workshop: Stand Out With Snapchat

January 5, 2021

Brennan Dunn is the co-founder of RightMessage, a tool that helps make automated segmentation and website personalization easy for any business. He’s also the founder of Double Your Freelancing, providing resources and training for over 50,000 firms and freelancers.