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About

Colour Wheel Squidarella

“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”. Viviane Jaeger and Emma-Jayne Parkes, Co-Founders.

Founded in 2008, SquidLondon is a London based brand designing and creating colour explosions! The Squidarellas (umbrellas) change colour as soon as the rain hits the panels, creating the ultimate walking piece of art, brightening up the gloomiest of rainy days.

Both having worked for busy and demanding directors at Chloé and Selina Blow during placement year, thoroughly involved in responsibilities, matured their perception towards the fashion industry, thus deciding to create their own way.

The ideas for SquidLondon were formulated whilst studying a 4 year Product Design and Development degree at London College of Fashion and culminating them into a business plan for the Deutsche Bank Award in their final year at University.

Their first stockist was Tate, commissioning them for the ‘Paint Drip’ Squidarella for the colour chart exhibition. Since then the brand has gone from strength to strength, collaborating and working with the top leaders in the industry such as the British Museum, Colette, the Conran Shops, MoMA in NYC and Japan and being stocked in 18 countries worldwide.

For the London Olympics they were part of the LCF team designing the dance costumes and they also launched an exclusive London Olympics Squidarella for Accessorize.

The duo won many awards including the ERDF ‘Most innovative business in London’ Award 2012 and the Lloyds TSB Creative Enterprise Winner 2010.

Totally passionate with many ideas…..Watch this space, it will get Colourful!