Fashion / news
Canadian Denim Brand Duer Launches Quarterly Print Magazine Interval
Duer, a Canadian performance jeans brand, is launching a quarterly print magazine called Interval. The first issue arrives in October and will be distributed in the U.S., Canada and the U.K.
The magazine, called Interval, will feature photo spreads, interviews, features and personal essays. It will be stocked in Duer's stores, mailed to loyalty members and distributed to select wholesale partners. The first run will have a circulation of about 5,000 copies.
Duer was founded in 2013 by co-founder and CEO Gary Lenett, who previously made jeans for Levi's, Lee, Wrangler and Guess. He launched the brand after biking to work meetings and seeing a gap for denim that performed like athletic wear while looking sophisticated enough for the office.
Lenett said the magazine is meant to reach new and existing audiences and better explain Duer's value proposition as the company expands beyond its home base of Vancouver.
He acknowledged that print may seem counterintuitive, but said it can help cut through clutter, particularly in the U.S., and convey authenticity. He added that a print piece feels grounding.
Distribution will span the U.S., Canada and the U.K. starting with the October debut.