Jo launched Scamp & Dude after being separated from her children during a lengthy stay in hospital for a life-saving brain surgery which made her determined to give back and create a brand that helps children feel more secure when apart from their loved ones. Although Scamp & Dude started off life as a kids brand, it became clear early on that adults enjoy a boost of superpowers too. Today the womenswear division makes up 80% of the collection.