FATHERDUCK: Honour your path

Primal, innovative, think Serge Denimes but with a duck, this brand is for the light hearted inspired youth that want to change their lives every day by the message they give from their clothing, with this message being “honour your path”.

Having started in London, the luxury street brand offers much more than your usual mass produced, appealing to the new culture of “forwards thinking; go getting; style conscious consumer”. Having tapped into the idea that this group is afraid to make the statement they desire through lifestyle, the company wants to help change that, and inspire their lives through clothing.

Their belief: that behind a leader is culture, and to stop that leader being a person with inevitable flaws, they believe ‘the Duck’ is the key. Understated you might think, but the Duck paddles to fight the current under the water, all the while keeping cool on the top. This calm expressionless facade helps you go further when you’re feeling the heat, and as FD thinks, “the luckiest people in the World only get one shot at being a part of something great”, so don’t miss your chance from losing your cool.

The clothing itself is also innovative, with futuristic prints contrasting with timeless nature, or eclectic lines scattered along a plain white print, the style conscious would definitely approve. With bold, or small, or repeated patterns (all keeping in line with the Duck theme of course), the pieces definitely make a statement.

FD creates clothing for men and women, so no one is excluded from the revolution, meaning everyone has the ability to look uber stylish whether they’re shopping, on a night out, or purely wanting to make a statement.

The Duck’s got you under its wing.

Tamara Massey

To view the collection click here, the shop is not quite up and running yet but WATCH THIS SPACE. @DuckLondon.