The innovators behind the British colour changing rainwear brand
Squid is an award winning British colour changing rainwear brand for adults and children. All our products magically change colour in the rain! The idea and inspiration was colourful interaction with the rain, inspired by the artist Jackson Pollock and his incredible colour explosions. During our time at the London College of Fashion, where we, Emma-Jayne Parkes and Viviane Jaeger, studied Product Design and Development, we looked down on Oxford Circus seeing a black sea of umbrellas and thought: ‘How cool would it be to walk down the street, it starts to rain and your clothes change colour?!” Squids brand philosophy is to bring colour into everyday life and brighten up grey and rainy days.