Mum Amanda Wooldridge is giving boring wellies the boot.
Her children, aged four and five, love wearing their wellies but they get bored wearing the same ones.
So she came up with Squelch, which teams transparent wellies with colourful socks so youngsters can sport a host of different looks.
Amanda, who lives in Alnwick, said: “My children love their welly boots, they wear them all the time, but they get bored with the same pair all year around.
“I decided I needed to work on a playful concept that gave my kids and others a different looking welly from the same welly and that’s when Squelch was born.”
The transparent boots are aimed at a three to six age group but Amanda hopes to expand this in the future.
The one-size, cotton-rich socks are bright and funky in a host of designs.
There are seasonal pairs for Christmas and Hallowe’en, with other celebration socks in the pipeline.
Boots arrive in a 100% cotton drawstring bag, instead of a shoe box. Ten per cent of its net profits goes to the Trussell Trust, a charity with a network of food banks across the UK and 10% of the net profit from online sales made when using a school promo code goes towards that school’s PTA.
As well as online at squelchwellies.com, Squelch wellies and socks are available at The Alnwick Garden and Ruby Tuesday in Alnwick. Stock will be available from the beginning of July.
Squelch will be at This Morning Live at the NEC in Birmingham next week and is running a competition on its Facebook page to win tickets to the event, which brings the daytime TV show This Morning to life.
At the event, it is launching a design a sock competition. The winner will have their sock included in the range.