Colour-changing rainwear brand, SquidLondon, was founded by Emma-Jayne Parkes and Viviane Jaeger, who met whilst studying BA (Hons) Womenswear – Product Design and Development for the Fashion Industries at London College of Fashion.
The pair started collaborating after working on a successful group project together in their 2nd year of university. They designed their first product, the colourchanging umbrella, in 2008.
What’s your fondest memory from your time at UAL?
We have so many! The friends we made are still our closest friends today. Our year out in industry was a highlight, as was being part of the Beijing Olympic Games costume making project.
How did your company come about?
We became friends and business partners whilst studying at LCF. We were inspired by the expressionist artist Jackson Pollock and the incredible colour explosions he created on canvas. We thought it would be pretty cool to walk down the street and have your clothes turn into a walking piece of art when it rained.Who or what inspires you?
People. Colour. Places with bustling energy.
What was the inspiration behind your latest collection?
Our latest SquidKids collection (which will launch in April) features new designs and prints. We love animals, especially ones with attitude. We keep an eye on the trends but we tend to develop designs based on our customers – and things that tickle our fancy!What purchase have you currently got your eye on?
A gorgeous French farmhouse style kitchen table with benches – it’s to die for!
Where is your most inspiring place in London?
It changes with time and mood and depending on the type of inspiration we are looking for. We love going to markets to see new up-and-coming food products and businesses. Museums and art galleries – especially the Barbican – are favourites and sometimes just walking around the city on the weekend when it is closed and not busy. Bishopsgate can have the eeriest feel to it but we like it.What advice would you give current students hoping to start their own business?
It’s not easy, and it’s stressful on a whole new level, but it’s worth it if you really want it! If you’ve done your research and you know that there’s space for your product or service in the market – give it a go.
What’s next for your brand?
Expansion with products; we’ll be launching our all over colour changing wellington boots in April, so 2018 is going to be a fun year!