Squid, founded in 2008, is the one and only colour changing rainwear brand. The innovators of the 'colour changing when wet' trend have launched their colour changing products for adults and children such as umbrellas, rain jackets, raincapes, wellies and bags into more than 25 countries, with over 100 stockists worldwide. Stores and museums include; MoMA NYC, Tate, Globus, Hamleys Toy Store and The British Museum. Squid's brand philosophy is to bring colour into everyday life and brighten up the grey and rainy days. Squid's latest award is the 'Baby & Child Product' of the year 2015.