If you’ve ever owned a Duck jacket, slipped into one of our flowing summer kaftans, or packed a raincoat into its neat little pouch before heading out on a weekend adventure - you’ve already experienced the intention we pour into every product. But behind the colours, fabrics and flattering fits lies another layer you don’t always see: the brand-building magic that happens behind the curtain.As the storyteller-in-chief at Duck Apparel, I often get asked: What goes into a campaign? The short answer? Everything. Creativity, timing, data, instinct - and a whole lot of heart.
A Brand That Travels, and Connects
Duck was born with an adventurous spirit. Our jackets go from city streets to mountain peaks. Our raincoats weather Cape Town storms and Melbourne drizzles. Our summer dresses float through farmers’ markets from Byron Bay to the Garden Route. When we build a campaign, we’re not just selling a product. We’re creating a feeling. A moment. A movement.Every launch and seasonal push is rooted in strategy, but fuelled by story. What colours will resonate? What visuals spark emotion? What makes her stop scrolling and say, “This is me”?We’re a small, close-knit team with a big vision. Our amazing owners are deeply involved - not from a distance, but right there with us, shaping product, refining ideas, guiding direction. This isn’t a corporate machine. It’s a hands-on, purpose-driven brand built by people who care.
The Duck Customer: Discerning, Loyal, Effortlessly Stylish
One of the greatest joys of marketing Duck is speaking to two distinct but connected audiences: South African and Australian women. They may differ in pace and place, but they share values - quality over quantity, simplicity over fuss, thoughtful design over trend-chasing.Our customers know what they want. They recognise quality, appreciate comfort, and return season after season because they trust the fit, the feel, the finish. That loyalty is earned, and we never take it for granted.Our tone is refined and consistent, but our approach is always evolving. Whether it's a new season drop, a well-timed promotion, or an email campaign that feels like a personal note, we aim to surprise, delight, and stay relevant - without losing the elegance and calm confidence that defines our brand.
Made for Women, Not Just Shrunk for Them
There’s a reason a Duck jacket fits just right. That’s because every piece is designed for women from the start - not sized down from men’s cuts, but shaped thoughtfully to flatter and move with the female body.And yes, we’ve noticed larger retailers taking cues. Our pouchable outerwear? Imitated. Our colours and cuts? Suddenly everywhere. But you can’t copy connection. You can’t replicate community. You can’t fake authenticity.That’s why we don’t follow trends - we set them, intentionally and with integrity.
What’s Next?
As we step into a new season here in the Southern Hemisphere, our team is energised. New drops are on the way. Creative campaigns are taking shape. Every detail, from fabric to photography, is being fine-tuned with care.Because Duck isn’t just a product. It’s a way of life. A reminder that great design should feel effortless. That you can be both warm and chic. That outerwear can be functional and beautiful.And at the centre of it all? You. The woman who wears Duck, trusts Duck, and tells her friends about Duck.We see you. We thank you. And we’re just getting started.
Duck’s Storyteller-in-Chief
Kassandra Sass
