Good Squish, a London-based accessories brand founded during the lockdown by Billie Cronin, is rapidly gaining popularity for its supersized scrunchies. Originally a side project, Cronin started by making scrunchies for friends and operated out of her living room with support from her ex-boyfriend's mother. The business has since expanded significantly, now employing nine people and operating from a proper office.
The brand has caught the attention of celebrities like Chloë Sevigny, Maude Apatow, and Helena Bonham Carter, which has helped boost its profile. Good Squish also features in collaborations and special occasions, such as providing custom accessories for actress Bel Powley's wedding.
Located in Hackney, Good Squish's products are often seen in local markets like Columbia Road flower market, signaling its integration into local fashion. The scrunchies, selling for between £22 and £90, are made using primarily deadstock fabric to promote sustainability. The brand also offers a "Fix Your Squish" service to repair damaged items and has introduced a charity scrunchie to support Medical Aid for Palestinians, with all profits from this product going to the charity.
Good Squish is not just a commercial entity but focuses on building a community around its brand, emphasizing quality and sustainable practices. It has plans for international expansion, with markets like Seoul and Japan in the pipeline for this year.