OUR STORY
From Kitchen Freezer
to Backyard Explorer 🧁🔭
We’re Gina and Danna — two sisters, one with five energetic kids (Gina!), the other a former private banker (Danna 🙋🏻♀️), and together we created Living Squad as a brand for curious little minds who love to explore.
Back in 2017, we were both looking for something more — something that could be profitable, yes, but also fun, meaningful, and manageable for our real lives. Gin was selling homemade ice cream from her kitchen while raising four little ones, and I was working in high finance, dreaming of building something we could actually call our own.
That’s when the idea hit:
What if we created something for our kids that pulled them away from screens and into the real world?
We started with binoculars. Not just toys, but real tools that spark discovery — with soft rubber grips, kid-friendly eyepieces, and clear 8x zoom for tiny explorers. We tested them with our own kids first, and their excitement was contagious. Every bird spotted, every leaf examined, every star pointed at… reminded us why we built this brand in the first place.
Over time, we’ve improved everything — from the neck straps to the carry cases to the materials themselves — always with one goal:
Make exploration safe, fun, and easy for families like yours.
The name Living Squad came from our dream to be that squad — the one that helps families live better, laugh louder, and enjoy the world around them more fully.
We now ship all over the U.S., and thousands of little adventurers use our binoculars every day. But we’re just getting started. Our mission is to keep growing into new products that inspire learning, curiosity, and connection — all while keeping things simple, safe, and screen-free.
Whether your child is a bug collector, a backyard adventurer, or just a curious little soul — we built this for them. And for you, too.
Giving Back
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