The up and up
Good Squish scrunchies to the rescue
A DM from Chloë Sevigny asking to purchase one of your creations is fashion-industry gold dust, but that’s exactly what Billie-Jo Cronin, founder of Good Squish, received. Sevigny later tagged the brand in a selfie and sales snowballed. Cronin says it was ‘both amazing and bizarre’, because Sevigny was Cronin’s top celebrity muse when the brand was still just a daydream.
The London label has only been handcrafting gloriously oversized scrunchies since 2021, but one walk through the capital and you’ll be hard pushed not to spot a Good Squish. In a sustainability effort, they’re mostly made with offcut fabrics that would otherwise go to waste. And fans love their endof-month ‘dead stock drop’ on Instagram, where one-of-a-kind patterns are available on a firstcome-first-served basis. Each item now gets hundreds of purchase requests. ‘It always shocks me; we’re a three to four person operation. I sometimes get messages saying it’s like getting a Glastonbury ticket, which is hilarious.’
The brand was birthed as a personal creative outlet for Cronin; somewhere she could express
