The entrepreneurs pioneering the global ski-wear industry are Cassie Easton and Ellie Lindsay-Wood: the co-founders of My Sunday Ski. The UK’s most exciting ski-wear brand, they create technical and affordable designs they personally dream of, whilst enabling free-spirited women feel both stylish and comfortable.
Championing skiwear that that meets the demands of the toughest mountain conditions for the image-conscious skier, they have recently broken through the £1million turnover mark. With this season their biggest yet, the pair are continuing to break new markets globally, surpassing a 300% growth margin with a projected turnover in excess of £2million.
Stocking a limited range of key pieces in Selfridges, the brand’s first indoor inspired Chalet range includes a cosy collection of luxurious cashmere and wool blend rompers and separates. Latest launches also include the striking, and re-imagined Sherpa Ski Suit, unashamedly opulent jackets and pants to die for and the chicest ski accessories – perfect for the winter season.
We chatted to the British entrepreneurs on how they’ve built the internationally respected brand that is underpinned by four key pillars. This includes ‘Performance’ to ensure each person performs their very best, ‘Escapism’ which encapsulates the feeling of being at one with the mountain, and ‘Luxury’ to ensure each high-quality piece is comfortable and fit for purpose. Finally, the pillar of ‘Together’ represents a brand that ultimately unite people for memorable mountain moments.
Where do you envisage My Sunday Ski in the next five-ten years?
Having established a large, loyal community, looking ahead we’re aiming to continue to build on our international market share around the world to become the global ‘go-to’ brand for the image conscious skier.
Where does inspiration for new styles come from? Is there a notable theme or style?
A unique selling point of ours compared to more traditional ski brands is our ability to follow trends and offer playful more adventurous designs e.g. our new Sherpa ski suit. We always try to add that extra wow factor be that our signature glitter zips, iridescent material, form fitting stretch shells, shearling trim etc. We spend a lot of time thinking about what we actually want to wear in each environment and then create something from there!
Where is your favourite place to ski, and why?
Meribel for sure, it’s where Cassie learnt to ski and where we have both been visiting for years. It’s believed that the name Meribel was derived from the Latin ‘Mirare’ meaning ‘to look at’ and ‘bel’ meaning beautiful, and we couldn’t agree more! Nothing beats waking up to its breath-taking panoramas, cruising amongst the snow-covered fir tree forests and the warmth of the blond chalet wood that reflects the evening lights. We think Meribel is the perfect mix of elegance, tradition, and modernity. And of course, we also love its table-stomping après! This is why we had to name one of our signature suits after it.
How have your professional backgrounds and the industries you’ve worked in supported in launching a successful ski brand?
Prior to My Sunday Ski we both had successful careers in the beauty and luxury industry developing the perfect tool kit to launch a digital first, fashion brand which was guaranteed to disrupt the market.
Ellie has previously worked at L’Oreal & Estee Lauder, but it is her more recent experience at Charlotte Tilbury, one of the fastest-growing beauty companies, which afforded her the most transferable knowledge – working in e-commerce and supporting near-global online distribution, record launches and blistering growth. She also fully embraces their mantra of ‘dream, dare & disrupt’.
Cassie spent 11 years at Condé Nast, a global media company, home to iconic brands including Vogue, The New Yorker, GQ, Glamour, AD, Vanity Fair and Wired, among many others, immersed in the world of international marketing and luxury brands. She also spent time at Harrods HQ allowing her to appreciate the importance of a customer centric model and the need to always inspire, create new stories and bring moments of delight.
Any advice to other female entrepreneurs on setting up their own brand?
Dream big, take risks, support each other and enjoy the ride!
The inspiration for My Sunday Ski originally sparked on their annual ski trip when it came apparent that there was strong demand for stylish, vintage inspired ski suits. On launching My Sunday Ski into a market traditionally dominated by heritage brands, their original sell-out ski suits disrupted the market – becoming loved by skiers, influencers and press alike. This has established them as one of the most exciting brands in the market for the fun, fashion-forward female.
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