With a bizarre start Duck & Cover was founded from a Government warning from nuclear attack and although it was not great advice it gave for a great brand name "Duck & Cover". Duck & Cover started as a menswear brand and progressed into a distinctive denim collection. After the success of Duck & Cover menswear the womenswear was then founded in 2004. Duck & Cover now like to be recognized for setting standards and raising the game with a fab mission statement: "To be the benchmark for others".