72. SquidLondon

Founded in 2008, SquidLondon is a London based brand designing and creating colour explosions!

Founders: Emma-Jayne Parkes and Viviane Jaeger
Website: www.squidlondon.com

Inspired by the paintings of Jackson Pollock, SquidLondon developed an umbrella which changes colour in the rain. Launched in January 2009, Squid won runner up for the Deutsche Bank Award and has since linked up with the London College of Fashion.

Emma-Jayne and Viviane say help from the likes of NCGE and Flying Start has made all the difference. Having recently launched an e-commerce site the pair now plan to create more products and further develop their umbrella designs.

Startups 100 by Startups.co.uk