In season six of Sex and the City, Carrie Bradshaw famously declared the scrunchie dead in the water. "No woman who works at W Magazine and lives on Perry Street would be caught dead at a hip, downtown restaurant wearing a scrunchie,” she tells her deadbeat boyfriend Berger in a fit of rage. Bradshaw might have been right in 2003, but 20 years on, she couldn’t be more wrong.
In London these days, one in every three women you pass on the street has her hair pulled back, meticulously parted into a low bun, and held together by a scrunchie so big it could give a Victorian ruff a run for its money. The chief proprietor of these supersized scrunchies? Good Squish, a Hackney-based accessories brand that has won the hearts and hair of Londoners from Heathrow to Hainault and back again.
