Client: Duck & Cover Clothing
Location: London, UK
Project: Campaign Strategy and Production

Founded by Ashwin Shah in 1996, Duck and Cover (named after an ill-informed public information film) started as a small, design-focused clothing company that aimed to provide fashion aware individuals with an alternative to the “urban uniform” style that prevailed at the time.

Growing organically by word of mouth, Duck and Cover was well placed at the start of the millennium to capitalise on the growing demand for an alternative to mass-market casual-wear.

This innovative approach ensured that sales grew significantly, resulting in Duck and Cover
becoming one of the fastest growing independent companies in the UK.

Exp were asked to devise a new campaign concept for Duck and Cover... Life In Detail! This idea was based on the attention to detail that Duck and Cover puts into its garments! There always seems to be something a little different, a piece of material and the use of coloured threads. The attention to detail is what sets Duck and Cover apart from others.