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Simon Crab Creative director at digital agency Tangent One

Duck And Cover is a British young fashion brand which describes itself as specialising in “modern industrial fashion and apparel”. To emphasise its industrial edge, the brand’s website uses a grungy elevator metaphor to take the user through floors that represent various aspects of the brand. Unfortunately, the metaphor is a multi-megabyte Flash movie, which after it has finally loaded presents the user with a confusing array of navigation options. This type of immersive experience approach was novel and voguish more than 10 years ago, but has long since been left behind as the web has matured as a commercial and competitive channel, where every click counts for the consumer.

The website is also clumsily broken up into multiple unconnected sections; sometimes you can buy a product online, other times you end up in a dead end or at an affiliate site. While this structure probably makes sense to Duck And Cover, it means nothing to the bewildered consumer.

Maybe this undesigned and inconsistent approach is an intentional aesthetic - discernible only to the Duck And Cover cognoscenti - but to me it comes across as amateurish.

And anyway, to do grunge well is actually very difficult and requires a modicum of thought and planning - something I see little evidence of on this site. This is one site that needs a rethink.

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