Good Squish, a London-based accessory brand known for its supersized scrunchies, has significantly grown in popularity across the city. Founded by Billie Cronin in Hackney during the lockdown, the brand began as a small project where Cronin made scrunchies for her friends. It quickly expanded, now employing nine people and operating out of an office. The scrunchies have gained visibility partly due to endorsements from celebrities such as Chloë Sevigny, Maude Apatow, and Helena Bonham Carter, and collaborations with singers like Olivia Dean.
Each scrunchie is made using primarily deadstock fabric, emphasizing sustainability. Prices range from £22 to £90, reflecting the brand's commitment to quality and environmental responsibility. Good Squish also runs a “Fix Your Squish” initiative, offering repairs to extend each product's lifespan.
The popularity of Good Squish is now set to expand internationally, with plans to enter markets in Seoul and Japan. As the brand continues to grow, its distinctive, oversized hair accessories remain a stylish statement in London's fashion scene.