Two British entrepreneurs identified a gap in the market for skiwear that balances fashion with technical performance. Cassie Easton and Ellie Lindsay-Wood launched My Sunday Ski in 2018, starting with a £30,000 family loan and no external equity investment. The brand is now stocked by retailers including Selfridges, Revolve, and Ounass, and has generated over £15 million in lifetime gross sales since its inception. The company is targeting £10 million in gross sales for the 2026/27 season.
From a Vintage Suit to a Global Brand
The idea for My Sunday Ski formed during a ski trip to Méribel in 2018. The founders were struck by a vintage ski suit worn by Ellie’s mother-in-law, which combined distinctive style with functionality. At the time, the options for women on the slopes often required a compromise between technical performance and aesthetic appeal. The co-founders wanted to create skiwear that allowed women to feel confident both on the piste and at après-ski without paying traditional luxury retail markups.
The business reached a major milestone during Black Friday 2025, generating over £1 million in sales across the promotional period. This included a single trading day that surpassed £150,000. The success highlighted the scale of the international opportunity and reinforced the need for infrastructure to support further expansion. International growth has been a priority, particularly in the US, where the company has established a dedicated fulfilment centre alongside its UK operations to better serve customers overseas.
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Expanding Beyond Outerwear
My Sunday Ski is evolving from a traditional skiwear brand into a complete slope-to-chalet lifestyle company. The founders are investing in creative campaigns and partnerships to bring the brand’s world to life beyond the product itself. The upcoming AW26/27 collection introduces new silhouettes, textures, and prints, alongside an expanded range of lifestyle pieces designed for wear both on and off the mountain.
While commercial growth remains a focus, the co-founders emphasize that success extends beyond revenue figures. They are proud to have created a brand that customers return to year after year. Ellie Lindsay-Wood notes that a fulfilment partner is effectively an extension of the brand, so reliability in logistics is essential to maintaining customer satisfaction. The founders are continuing to invest in their team and infrastructure to support this next phase of development.
As the brand looks ahead, the co-founders are focused on protecting their identity in a crowded market. To maintain its position, My Sunday Ski is doubling down on its core strengths and distinctive personality. The company aims to become one of the leading names in global luxury skiwear while continuing to build a team that shares their passion for the Alpine lifestyle.
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Founder Perspectives and Brand Vision
Easton and Lindsay-Wood established the business independently using a family loan and without external funding. The founders remain heavily involved in every aspect of operations, including product development and creative direction. They focus on creating skiwear that helps women feel confident on the slopes and during après-ski.
Looking Ahead
The co-founders are watching the shift towards AI-led product discovery, which they believe will change the way consumers shop. They are also aware that the ski market is becoming increasingly competitive, with fast fashion and heritage brands entering the space.
