If you have not heard of the British clothing brand for men called Duck and Cover then you have been truly missing out on something. The tiny brand from the United Kingdom was established in 1996 by a group of designers who wanted to make fun and funky casual clothes for men that they would like to wear themselves as well.
The origins of the name that they chose to signify their relaxed attitudes to clothing and fashion trends was a name taken from one of the most well known public awareness films from the fifties. The film called duck and cover that also features on the site of this clothing label is an awareness film that the American government screened on public broadcast television for many years during the height of its cold war with the Soviet Union. The film which also featured an animated turtle in its opening urged young children to duck and cover their heads in the event of a nuclear attack.
Many decades later after the cold war had finally come to an end and the Soviet Union had broken up in to so many pieces many film buffs and media watchers enjoyed the irony of this film and it’s catchy tunes and upbeat theme despite the fact that it was talking about the worst possible scenario humans have ever faced, all out nuclear war.
This clothing brand adopted this name as a label for the clothing that they wanted to design, manufacture and sell as a sort of inside joke to those in the know to signify their light hearted approach to life in general and fashion in particular. A lot of fashion lovers and fashion designers as well both take fashion and themselves a little bit too seriously and the designers at this Brand wanted to show their subtle British humour and their attitude to this seriousness with their name.
Today it has been selling its line of extremely cool and fashionable t shirts, shirts and other clothing and accessories for men for nearly a decade and a half and it has built up an enviable reputation as a brand with a distinctive and quirky style and a one of a kind brand identity. Their clothes are also only sold through select few retailers around the world who actually understand the ethos of the brand and the niche that they target with their clothing lines.