Duck and Cover was founded in 1996 by Ashwin Shah.
The name was taken from the worst public information film ever made (although possibly one of the funniest, if the subject matter wasn’t quiet so serious).
The company mission statement is:
“Duck and Cover will not build a reputation on the repetition of single pieces but become known for seasonal progression in design and styling.”
Duck and Cover began life as a small clothing company with a massive focus on design, the aim was to provide the fashion conscious with a choice away from the mainstream almost uniform urbanwear that was prevalent at the time.
A lot of Duck and Cover’s new business came from word of mouth and the company grew progressively until at the turn of the century they were ideally poised to capitalise on the growing need for an alternative to the mass produced casual clothing of the time.
This approach led to Duck and Cover becoming one of the fastest growing independent companies in the United Kingdom.