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Squid is an award winning water-wear design company started by a design duo from the London College of Fashion. Co-founders; Viviane Jaeger & Emma-Jayne Parkes founded their company whilst graduating in 2008. Their idea and inspiration was colourful interaction with the rain, inspired by the artist Jackson Pollock and his incredible colour explosions.

‘How cool would it be to walk down the street and when it rains your clothes change colour?!’

Starting the brand from scratch, the pair’s first commission was to design and produce a range of colour changing umbrellas for the Tate Modern Gallery, and they have since been working with the likes of MoMA New York, The British Museum, Nordstrom, Southbank Centre and Art Basel.

The brand year on year add new designs for the adult range and since 2012 have been developing their children’s range ‘SquidKids’ which launched into Hamleys in 2014.

The whole ethos and vision for Squid encompasses the co-founders energy and excitement for turning dreariness into colour and happiness. Not only should The Squid collections be practical but they should most certainly be fun and bring a smile to ones face and tickle the imagination.

Squid have won many awards including the ERDF ‘Most innovative business in London’ Award and the Lloyds Bank Creative Enterprise Winner.

Click through to our SquidKids page