One of the hot brands this season that seems to be on the lips of every one in the United Kingdom and even in main land Europe is a relatively young brand from England called Duck and Cover clothing. The brand is being spoken about by every one from the young and hip people who are clued in to the latest trends on the street to the fashion gurus and the fashion magazine editors.
The brand may be hitting the spot light right now but it is actually not as young as people think and the reputation that it has today as a maker of some of the most fashionable clothing for the young and the trendy is something that the people at this brand have built up over the better part of a decade and a half now.
The name itself has generated a lot of curiosity amongst most people who wonder what the origins of the name are and among the people who recognise the reference it brings endless mirth. The name Duck and Cover clothing was first thought up about fifteen years ago by a group of young designers in the United Kingdom who were not satisfied with the kinds of clothes that were on sale in the country then. These designers decided to start their own label to sell clothing with the same kind of style sensibilities and the same irreverent attitude to everything including style itself that the designers and in fact the entire generation had.
They thought that a lot of contemporary brands in the world of men's fashion and accessories took themselves too seriously and to signify that their brand had no such hang ups, they were looking for a name that would convey the tongue in cheek attitude of the brand. Some of the designers were also film and history buffs and they remembered a funny film from the nineteen fifties and the nineteen sixties that was made by the government of the United States of America when it was at the height of the cold war with erstwhile USSR. The film was trying to educate people about what to do in the case of the nuclear attack which was a very real possibility at the time. The advice was to duck and cover and to illustrate the point the film had an animated turtle in it.
The makers of Duck and Cover clothes decided to use the turtle and the name as their brand and that is why today Duck and Cover is so famous.