The Founder’s Journey



“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, SquidLondon

In 2008 designers Viviane Jaeger and Emma-Jayne Parkes (SquidLondon) launched the Squidrella: an umbrella that changes colour once wet.

Several years and a patent formula later, fashion and apparel brand SquidLondon have collaborated with the likes of Colette, Conran, MoMA and The British Museum, and stocked in 18 countries worldwide.

Let’s Be Brief interview the founders about their journey as creative entrepreneurs and how they turned an idea into a viable business.


LBB Pop-Up School: The Founder’s Journey – SquidLondon // 19.00 – 20.30 // Mon 16 Feb // High Road House, 162 -170 Chiswick Road, London, W4 1PR // Email: hello@ for more information.

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