Independent British fashion label Sassy Squid has announced the launch of its highly anticipated SS26 collection, alongside the opening of its first-ever physical pop up retail space in Notting Hill tomorrow. The move marks a significant commercial milestone for the brand, which has seen rapid organic growth since launching in 2024.
Founded by Emily Lowe, Sassy Squid has fast become a go-to for “beach-to-dinner” staples, led by the commercial success of its viral ‘Chilli Squid’ co-ord. The SS26 range represents the brand’s most ambitious and largest collection to date, featuring 12 new designs that expand on its signature aesthetic.
At the heart of the brand is a deep-rooted commitment to British craftsmanship. After an extensive year-long search for the right manufacturing partner, the brand has secured a partnership with a family-run London factory with 70 years of expertise. In a move to strengthen its circularity credentials, the SS26 collection utilises 100% Irish linen alongside premium deadstock fabrics sourced entirely from local London suppliers. By keeping things local, Sassy Squid can maintain a thoughtful, small-batch approach – responding quickly to demand while championing the UK’s heritage garment industry from within the capital.
The pop-up, located off Portobello Road (Saturday 11th – Sunday 19th April) in Notting Hill, marks the brand’s first move into physical retail, inviting the Sassy Squid community to experience the collection in person for the very first time. The space will house the new collection – characterised by balloon sleeves, bow detailing, and a move into a fresh colour palette – alongside the brand’s core best-sellers. This weekend there will be Sassy sip-and-shop launch days filled with coffee (from their in-house barista), cocktails, nibbles, limited goodie bags and so much more. First come, first served basis (no tickets needed). Over next week Sassy Squid has also collaborated with 9:15 to serve £1 speciality coffee and £1 homemade cinnamon buns (gluten free and vegan options available) throughout pop up week.
Emily Lowe, founder of Sassy Squid, commented: “If you’d told me this time last year that Sassy would be taking over a space in Notting Hill for a week, I wouldn’t have believed you. The most important thing for me is finally meeting the Sassy community in person. After speaking to so many customers online, it means a lot to properly thank them and see Sassy being worn in real life. I wanted the pop-up to be more than just a space to showcase new pieces, but a way to bring the community together through events across the week. It’s the part I’m most proud of – our customers are incredibly loyal and always so lovely.
From the start, my goal has been to create sustainable, timeless pieces while supporting British businesses, and the quality really reflects that. I’m excited for customers to finally experience it in person. This has been a goal of mine since I started, so to be doing it now feels incredibly exciting… and a little bit terrifying.”
