Jeans Brand Duer Bets on Print With New Quarterly Magazine
Duer launches Interval, a quarterly print magazine, in October with 5,000 copies across the U.S., Canada and the U.K. to explain its performance jeans story.
Updated
The brief
- Duer launches a quarterly print magazine, Interval, with its first issue in October
- Initial circulation is about 5,000 copies across the U.S., Canada and the U.K.
- Co-founder and CEO Gary Lenett, formerly of Levi's, Lee, Wrangler and Guess, says the magazine will help explain the brand's value proposition
Duer, a Canadian performance jeans brand, will launch a quarterly print magazine called Interval in October, with an initial circulation of about 5,000 copies across the U.S., Canada and the U.K.
The magazine will tell the brand's story through photo spreads, features, interviews and personal essays. Duer will stock Interval at its own stores, mail it to loyalty members and distribute it to select wholesale partners.
The move leans into print at a moment when analog media is coming back in style. For Duer, the logic is more specific: the magazine gives the brand a vehicle to reach new and existing audiences and to better explain its value proposition, said co-founder and CEO Gary Lenett.
That educational mission sits at the core of the company's history. Lenett previously made jeans for Levi's, Lee, Wrangler and Guess. He launched Duer after biking to work meetings and finding a gap in the market for denim that performed like athletic wear and could cross over from workouts to the office.
The brand's first jeans debuted on Kickstarter, built around technical design, comfort and versatility. More than a decade after its 2013 founding, educating people about Duer and the performance jeans category remains key, Lenett said.
Interval extends that effort into a format brands have recently rediscovered. Print offers a slower, more tangible touchpoint than digital channels, and a quarterly cadence gives Duer four scheduled moments a year to deepen the story of what its product does and who it is for.
The distribution plan mirrors that intent. By placing the magazine in stores, in loyalty members' mailboxes and with wholesale partners, Duer connects the publication directly to the people most likely to buy — and gives prospects a physical introduction to the brand.
The 5,000-copy debut run signals a measured start rather than a mass-media play. If the magazine proves effective at explaining the performance denim proposition, the circulation and footprint could grow alongside the brand's retail and wholesale expansion.
Based on pro.morningconsult.com
Filed under print-media, brand-publishing, duer, loyalty-marketing
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