Athletic wear brands like lululemon (NASDAQ: LULU) have seen tremendous success recently; with the increasing popularity of workout clothes as a substitute for what was once deemed casual wear. However, these kinds of brands can only take the consumer so far since workout gear, no matter how popular, is not appropriate for all occasions. Sometimes, stretchy yoga pants just don’t cut it and denim comes into play. One company, Vancouver-based Dish/DU-ER, is trying to bridge that gap. According to The Huffington Post, the denim industry rakes in approximately $60 million annually, and denim-industry veteran and owner of Dish/DU-ER Gary Lenett, is cashing in. His line of jeans (Dish for women and DU-ER for men) is made of a polyester blend, creating “performance denim,” that both keep moisture at bay and allow jeans to remain structured without compromising stretch. "We infused denim with really, the same type of fibers that high-performance athletes wear in their clothing," Lenett said, according to The Huffington Post. The jeans are designed for all occasions, a Dish or DU-ER wearer could hypothetically go from an afternoon of shopping directly to a yoga class without having to change. The women’s and men’s jeans retail for $119 and $129, respectively, and come in a variety of cuts and styles. "I do the Grouse Grind in these jeans, I do yoga in these jeans,” Lenett said. “We’re not necessarily saying that you’re always going to be doing these activities, but you could if you wanted to." This could be the biggest two-for-one deal ever, mixing both workout clothes and jeans into one purchase, or something that sounds great in theory but not in practice. For example, a pair of workout pants at a store like Old Navy retail for approximately $20-$25. Jeans from the same story go for around $40. That’s two pairs of pants for less than the price of one pair of performance jeans. However, if convenience is what you’re going for, and you don’t mind doing yoga in jeans, maybe performance denim is for you. For more business and financial news, click here. *This is editorial content and expresses the opinion of the author.