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"We thought it would be so cool to walk down the street, it starts to rain and your clothes turn into a walking Jackson Pollock!"

-Co-Founders, Squid 2005.

Meet the team

 Director and Co-Founder   Tea or Coffee?  100% Tea!                                What book (novel) character would you like to be:  Elizabeth Bennet or Harry Potter  Something you've always wanted:  Ever since reading/watching Aladdin as a child, I've wanted a Magic Carpet!                    

Director and Co-Founder

Tea or Coffee? 100% Tea!                               What book (novel) character would you like to be: Elizabeth Bennet or Harry Potter Something you've always wanted: Ever since reading/watching Aladdin as a child, I've wanted a Magic Carpet!                    

 Director and Co-Founder   What's the last picture you took on your iPhone?  A close up of my Aperol Spritz   What celebrity did you want to be when you were younger?  A Spice Girl            What product innovation would you buy?  A music playing, coffee and breakfast making alarm clock!

Director and Co-Founder

What's the last picture you took on your iPhone? A close up of my Aperol Spritz  What celebrity did you want to be when you were younger? A Spice Girl           What product innovation would you buy? A music playing, coffee and breakfast making alarm clock!

 Illustrator   Marmite, Love or Hate?  Hate        Favourite chocolate?  Green & Blacks with ginger (I go through about 4 large bars a week)                                                                   If you could have one magical power, what would it be?  Some sort of magic transportation power. This would come in handy as a time saver - there are never enough hours in a day….But it would also mean I could travel the world and visit all the fabulous places I want to see. 

Illustrator

Marmite, Love or Hate? Hate       Favourite chocolate? Green & Blacks with ginger (I go through about 4 large bars a week)                                                                  If you could have one magical power, what would it be? Some sort of magic transportation power. This would come in handy as a time saver - there are never enough hours in a day….But it would also mean I could travel the world and visit all the fabulous places I want to see. 

  Junior Account Manager    Pet hate?  Surfing, I tried it whilst teaching kids in a summer camp, never again!                 Volunteer work?  Red Cross                            If you had wings what would you do?  South America... Columbia, Mexica, Brazil

Junior Account Manager

Pet hate? Surfing, I tried it whilst teaching kids in a summer camp, never again!                Volunteer work? Red Cross                         

If you had wings what would you do? South America... Columbia, Mexica, Brazil

 Assistant to directors   Favourite Film?  Into the wild                  Favourite Ice Cream?  Strawberry                If you could wear Harry Potters invisibility clock what would you do?  I would pull down peoples trousers in public places! 

Assistant to directors

Favourite Film? Into the wild                 Favourite Ice Cream? Strawberry               If you could wear Harry Potters invisibility clock what would you do? I would pull down peoples trousers in public places! 

 International Account Managert   Tea or Coffee?  Coffee. Always. Swedish filter coffee. The stronger the better, without milk and sugar.  Where do you like to spend your free time?  - With my horse, Ada. Or in the slopes, either in the Swedish mountains or the Alps. I love snowboarding. If you had a superpower , what would it be? - Ooooh! Teleportation abilities, definetely.

International Account Managert

Tea or Coffee? Coffee. Always. Swedish filter coffee. The stronger the better, without milk and sugar. Where do you like to spend your free time? - With my horse, Ada. Or in the slopes, either in the Swedish mountains or the Alps. I love snowboarding.If you had a superpower, what would it be? - Ooooh! Teleportation abilities, definetely.

 Director and Investor   Summer or winter?  WINTER                        On a scone do you put jam then cream, or cream then jam?  …..cream then Jam (can’t do it any other way…..it’s illegal). Either way, it always gets stuck to the roof of your mouth & teeth for hours….                                If you could be totally invincible for one day - what would you do?   Downhill Skier, Hahnenkamm, Kitzbuhel……….adrenaline, power, speed, endurance and a load of beer afterwards!   

Director and Investor

Summer or winter? WINTER                       On a scone do you put jam then cream, or cream then jam? …..cream then Jam (can’t do it any other way…..it’s illegal). Either way, it always gets stuck to the roof of your mouth & teeth for hours….                               If you could be totally invincible for one day - what would you do?  Downhill Skier, Hahnenkamm, Kitzbuhel……….adrenaline, power, speed, endurance and a load of beer afterwards!   

 Design Assistant   I  f you had a superpower, what would it be ? Flying.                                                           You can only eat one thing for the rest of your life, what would it be?  Pasta            Where would you like to live?  By any lake in the world in a house with a veranda.

Design Assistant

If you had a superpower, what would it be? Flying.                                                          You can only eat one thing for the rest of your life, what would it be? Pasta           Where would you like to live? By any lake in the world in a house with a veranda.

“The most celebrated alumnis!”
— London College of Fashion

Squid specialise in top quality, colour changing; jackets, wellington boots, umbrellas and bags for adults and kids.  One of our unique selling points is that we are the original colour changing brand (conceived in 2005, established in 2008).  When wet, the white designs magically transform into life! 

Squid has prestigious contracts across 25 countries, including Tate museumsMoMA NYC, Globus and Nordstrom. We are also one of Hamleys best selling ranges, finalists in the John Lewis pitch up competition 2014, won the Great Retail Revival POP House of Fraser competition which led to a pop up concessionary stand. We are also the proud winners of the 'Baby & Child Product of the Year' Make Awards 2015 by NotOnTheHighStreet.com and our Peppa Pig Collaboration was nominated and showcased at the National Licensing Awards 2017.

The company founders, Viviane and Emma-Jayne met while completing their BA Hons product design and development at the London College of Fashion in 2004. Squid's colour changing vision proved to be such a success that many copies have emerged onto the market. The design-duo were handed the London ERDF award for 'Most innovating business' from Boris Johnson, Mayor of London. Both have previously worked for fashion houses such as Chloé and Selina Blow, so quality and functionality is extremely important.

SquidLondon Co-Founders

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