D > Duck & Cover
Duck and Cover started out in 1996 as a small design company, founded by Ashwin Shah, aiming to provide fashion conscious youths with an alternative to urban streetwear which seemed to dominate the market at that time.
The brand started out providing casual wear for men with an edge of sporty influence. In 2004 the demand was high to produce a women’s range and the company soon became one of the fastest growing in the UK. The clothing range now includes jackets, t-shirts, denim, skirts, dresses, knitwear, and accessories.
The name Duck and Cover came from an ill-informed Government Public Information film advising people to duck and cover in the event of a nuclear attack. The name became a memorable one as a result of this and huge PR campaigns in major publications contributed towards their success.
The brand is well-known for their views towards mass production and distribution controls have been put in place to supply only to increase consumer demand, securing brand exclusivity.
