Good Squish was founded in 2021 by Billie-Jo Cronin with the intention of creating a brand centered in friendship and community. From humble beginnings, Good Squish has quickly grown into a powerhouse company that creates handmade scrunchies, all lovingly assembled in their design studio based in East London. With a small team of seven, Good Squish is an ongoing collaborative project—working with artists to foster connections and dedicated to bringing people together. The Hackney-based brand’s scrunchies lean into nostalgia and are primarily made using deadstock textiles and fabric. Committed to a philosophy of sustainability, Good Squish continues to grow their community while expanding their collections to include other hair accessories as well as apparel.