Value proposition

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 museums, MoMA 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.

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.

Collaborations, Design, Manufacturing, Logistics, Fashion, Innovation, Product development, Brand, Rainwear, Adults, and Kids