Squid, the original colour changing rainwear brand.


11 years SquidLondon!

It's party time here at the Squid Office. We are celebrating 11 years SquidLondon, for this we have some exciting announcement to make, watch this space :)


Watch our Kickstarter video

We successfully launched a Kickstarter campaign for our 'all over colour changing rain boots', for kids. Get your hands on them now.


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! Founded in 2008, 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 (2004-2008) we, Emma-Jayne Parkes and Viviane Jaeger, studied Product Design and Development, we looked down on Oxford Circus at a sea of black 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.

“Squid’s exclusive British Museum umbrella voted into the top best umbrellas by the Independent.”
— Jochan Embley, Independent
“Voted NOTHS ‘Best Baby and Child Product’ of the year 2015.”
— Sophie Cornish,