It all started with a scrunchie. Billie-Jo Cronin made what she couldn't find. Good Squish was born. Its shape, energy, and feel were exactly what she had imagined. What began as a fun idea is now one of the most distinctive pieces on the independent fashion scene. These multi-layered frilled creations have long crowned the heads of fashionistas all over the UK as a sort of status symbol, a wink that they’re in the know. Now Good Squish design bridal garters and released a puffy skirt and an adorable OTT bag. Their scrunchies introduce, as Billie-Jo puts it, “a sense of playfulness into [wearer’s] daily lives, perhaps even to rebel a little…”, feminine excess is a serious art.
As siblings, you’ve known each other a long time. How did you decide to start creating together during lockdown? Did you always make things together?
We did not exactly start out making things together. I wanted to create something I could wear, something I could not find anywhere. That became The Queen Squish. At first, it was simply a way to have fun, but when it suddenly grew quickly and started to feel more like a business than a side project, I called my brother, Phoenix-Blu, and asked if he wanted to help me manage and develop it. We have completely different minds that balance one another perfectly, and it was the best decision I have ever made.
Who or what was on your mind when you designed the very first Squish?
Squish was on my mind. I knew exactly what I wanted in my head, how it would sit, how it would look and how it would feel. I just did not yet know how to construct it.
What did you feel when you first came up with the name Good Squish?
I knew instantly that it had to be the name. There was absolutely no alternative. It felt slightly euphoric.
What has been the most surprising story or reaction you have heard from a customer?
Sometimes we meet people who have formed genuine friendships through the brand, and it is always the most wonderful thing. Knowing that something we created can bring people together like that is a truly amazing feeling.
How do you complement one another when it comes to creating together?
Squish is constantly changing and evolving, so we are always creating together. I manage the creative direction, design and marketing, while Phoenix focuses on strategy, finance and operations. However, we often cross over and are in constant conversation about everything from small daily choices to significant long-term decisions. It is a continuously evolving collaboration in which every decision is made equally.
Which Squish holds the most meaning for you and why?
The Queen Squish in white. She was the first, and she holds a very special place in our hearts. She is the product that built the brand and brought us to where we are today.
Does every collection start with a story, or do you sometimes follow a feeling or instinct?
I would say it is a mixture of both. My process usually begins with undisturbed research, often into random topics that happen to interest me at the time. As a rule, I try not to look at anything too focused on fashion and instead draw inspiration from the people around me, my friends, or even something as unexpected as my younger sister tying socks around her school shoes to keep them together. If I get a strong feeling that something will resonate, I follow it. So it is a combination of story and instinct, but instinct probably takes the lead.
What gap do you think Good Squish fills in today’s fashion world?
I believe Squish provides something for people who want to introduce a sense of playfulness into their daily lives, perhaps even to rebel a little through their accessories. Everything we make is handmade in London. Much of it is hand-pleated, beaded or embroidered, and we use deadstock fabrics whenever possible. It is an accessible luxury that is made to last, and we also offer a lifetime guarantee. I really love that people wear them in completely different ways and express their personalities through how they choose to style them. I see them placed on top of people’s heads like a hat, or worn slicked back very elegantly. Hair will always need tying up, regardless of trends, and I do not think anyone else puts as much care and attention into a Squish as we do. Squish forever.
How do you imagine Good Squish would have turned out if you had started in a different city?
That's quite a hard question, I grew up in Ladbroke Grove, and London is such a huge part of who I am. Portobello Road and the characters I grew up around have shaped so much of my view on the world and my creativity, so it's really hard to imagine the brand starting anywhere else. That said, we have a really loyal and special community in Japan, and sometimes I wonder what it would've been like to grow the brand there.
Which collaboration has challenged or changed you the most?
We collaborated with a brand in Seoul, and it turned out to be much bigger than we had anticipated. At the time, our team was still very young, so the project pushed us to work in ways we never had before. It was definitely challenging, but it taught us to be more mindful about the collaborations we take on and to carefully consider what we can realistically manage with the resources we have. Despite the challenges, the collaboration was a huge success and showed us just how much we’re capable of achieving.
What does a Squish represent for you beyond being a fashion accessory?
To us they represent little living things, like tiny friends you wear on your heads like good luck charms. They also represent community, curiosity and friendship. I owe an awful lot to them and am grateful everyday!
Is there a material or an unexpected object you have always dreamed of transforming into a Squish?
We would love to do a giant Squish armchair.
