SquidLondon

Originally conceived during a project while its founders were both at London College of Fashion, Squid London's main product, the 'Squidarella', is an umbrella which changes colour when it rains. Founders Jaeger and Parkes invented the ink themselves, partnering with a large ink company to refine and produce the ink in its labs. The effect is rather wonderful: as soon as it rains, Jackson Pollock-esque splashes of colour are magically scattered across the designs. The business' distributors obviously thought so too: Squid London umbrellas are now available all over the world - from New York's Museum of Modern Art, to the Tate Galleries in London to Switzerland's Art Base.

• Founders manufactured their own ink
• Targeted museum shops as main distributors