Duck and Cover gives website military look

LONDON - Urban menswear brand Duck and Cover is relaunching its website on October 15 in the style of a secret military bunker that users will be able to enter and explore.

Designed by The Whole Hog, the interactive site's military theme starts on the homepage, where users are asked to enter a lift to gain access to the content.

Users will be able to access various "underground levels", which each represent different sections of the website.

For example level one will be the news room, while further down in level four, and therefore more "top secret", will be the current collection on offer from the brand.

Featuring a combination of army colours -- green, concrete grey, black, earthy tones and beige -- as well as a military style "classified" typeface, the whole concept nods back to the brand's British army heritage.

Richard Whitbread, Duck and Cover marketing manager, said: "We wanted to offer our customers the chance to have a direct relationship with us the brand.

"A core part of our consumer market buys online, reads online, researches online and networks online so it made sense for us to fulfil that criteria and reach out to them in a visually and virally exciting way.

"Among other activities, the Duck and Cover website will host lifestyle specific promotions that are only available to our web users, offering a type of loyalty reward scheme to our customers that can't be found in stores."

As well as Facebook and YouTube channels, the new site will feature viral games, music clips and downloads, video interviews with bands and social networking.

The e-commerce section will display an exclusive selection of items available only online, on a frequently changing basis.

Duck and Cover is stocked in more than 50 independents and House of Fraser stores across the UK and Ireland.