Founder Of The Week: Cassie Easton And Ellie Lindsay-Wood

• Cassie Easton and Ellie Lindsay-Wood are the co-founders of British luxury skiwear brand My Sunday Ski, launched in 2018 after spotting a gap in the market for stylish, technically functional skiwear.
• Started with a £30,000 family loan, the founders have built the business independently, without external equity investment, into an international brand stocked by retailers including Selfridges, Revolve and Ounass.
• My Sunday Ski has generated over £15 million in lifetime gross sales, with annual gross direct-to-consumer sales exceeding £6 million. The founders are targeting £10 million in gross sales for the 2026/27 season.
• With a growing international customer base, including in the US, Cassie and Ellie are expanding fulfilment operations and developing My Sunday Ski into a complete slope-to-chalet lifestyle brand.

Tell Me About Yourself and My Sunday Ski

We’re Cassie Easton and Ellie Lindsay-Wood, co-founders of My Sunday Ski, a British luxury skiwear brand combining fashion-led design with technical performance.

We founded the business in 2018, inspired by our shared love of skiing, fashion and the Alpine lifestyle. What started as an idea in Méribel has grown into an international brand, with customers around the world and retail partners including Selfridges, Revolve and Ounass.

We’ve built My Sunday Ski independently, starting with a £30,000 family loan and without external equity investment. We’ve always been incredibly hands-on across every aspect of the business, from product development and creative direction to marketing and operations.
At its heart, My Sunday Ski is about creating skiwear that women feel just as confident wearing on the slopes as they do at après-ski.

What Inspired You To Start My Sunday Ski, and What Problem Were You Trying To Solve?

The idea for My Sunday Ski came about during a ski trip to Méribel in 2018, when Ellie’s mother in-law’s vintage ski suit caught our attention. We loved how distinctive it looked on the mountain and realised there was a real gap in the market for skiwear that combined fashion and technical performance.

At the time, the choice often felt like a compromise between functionality and style. We wanted pieces that were genuinely functional on the mountain but also had the fit, silhouette and attention to detail you’d expect from a fashion brand.

We saw an opportunity to bring a more considered, fashion-forward approach to skiwear, creating pieces that women would genuinely get excited about wearing, without the traditional luxury retail markups.

That philosophy of taking you from piste to party has been at the heart of the brand ever since.

What Has Been Your Biggest Challenge So Far, and How Did You Overcome It?

One of our biggest challenges has been scaling a highly seasonal business while remaining entirely independent and self-funded.

We started My Sunday Ski with a £30,000 family loan and have grown it into a business generating over £6 million in annual gross direct-to-consumer sales, without taking on external equity investment.

Unlike many fashion businesses, we have a relatively concentrated selling season, which means we have to make significant decisions around stock, production and investment well before we know exactly how the season will perform.

Managing that growth requires careful planning, particularly when it comes to forecasting demand, inventory and cash flow. We’ve had to become increasingly sophisticated in how we operate, while maintaining the agility and creativity that helped us grow in the first place.

Being self-funded has undoubtedly made us more resourceful. We’ve had to think carefully about where every pound goes, but that discipline has also been one of our greatest strengths.

Can You Describe a Pivotal Moment That Significantly Shaped the Direction of My Sunday Ski?

One of our biggest milestones was our record-breaking Black Friday in 2025, when we generated over £1 million in sales across the promotional period, including our first £150,000+ trading day.

It was an incredible moment for us, not just because of the sales figures, but because it demonstrated how far we’d come from launching the business with a £30,000 family loan.

It also highlighted the scale of the opportunity ahead and reinforced the importance of investing in the infrastructure and team needed to support our growth.

International expansion has been another important part of that journey. With demand continuing to grow overseas, particularly in the US, we’ve invested in dedicated US fulfilment alongside our UK operation, allowing us to better serve our international customers.

We’ve gone from two founders with an idea on a ski trip to building a profitable, multimillion pound international business, and milestones like these are a reminder of what’s possible.

How Do You Define Success?

For your business: Of course, commercial growth is important, particularly as we’ve built the business without external investment. But for us, success goes beyond revenue.

It’s about creating a brand that customers genuinely love, come back to year after year and feel excited to be part of.

Seeing women wearing My Sunday Ski in resorts around the world is still one of the most rewarding parts of what we do. It’s also incredibly exciting when a new collection resonates with customers in the way we’d hoped, particularly when we’ve spent months developing every detail.

Ultimately, we want to continue building a globally recognised skiwear brand that remains distinctive, desirable and true to the vision we started with.

As a founder: Personally, success is having the freedom to build something we’re genuinely passionate about, on our own terms.
We’re incredibly proud that we’ve created the business together from scratch, navigating the highs and lows along the way and learning an enormous amount in the process.

There’s also something very rewarding about building a team, creating opportunities for other people and seeing the business grow beyond the two of us.

We still get excited about the same things we did when we first started, whether that’s seeing a new sample arrive or spotting someone wearing My Sunday Ski on the mountain. Being able to retain that excitement while building a successful business feels like a real achievement.

What Advice Would You Give To Someone Thinking About Launching Their Own Startup?

Don’t wait until everything is perfect. You can spend forever refining an idea, but you’ll learn far more by actually getting started.

We launched My Sunday Ski with a relatively modest budget and certainly didn’t have all the answers. We’ve learned so much through trial and error, and some of our most valuable lessons have come from things not going to plan.

We’d also say that having a clear point of difference is incredibly important. Particularly in a competitive industry like fashion, you need to understand what makes your brand distinctive and why customers should choose you.

And finally, know your numbers. Creativity and a strong brand identity are essential, but understanding the commercial side of your business is equally important. You need both to build something sustainable.

What’s Next for My Sunday Ski? Any Exciting Developments We Should Watch Out For?

We’re entering a really exciting period for My Sunday Ski, having surpassed £15 million in lifetime gross sales since launching in 2018, and are now targeting our biggest season yet, with an ambition to achieve £10 million in gross sales for 2026/27.

International growth remains a major focus, particularly in the US, where we’ve established a dedicated fulfilment centre alongside our UK operation. We’re continuing to invest in our team, infrastructure and brand awareness to support that growth, while also exploring opportunities in new international markets.

On the product side, we’re evolving My Sunday Ski beyond traditional outerwear into a complete slope-to-chalet wardrobe. Our AW26/27 collection introduces new silhouettes, textures and prints, alongside an expanded offering of lifestyle pieces designed to be worn both on and off the mountain.

We’re also continuing to invest in creative campaigns, partnerships and experiences that bring the My Sunday Ski world to life beyond the product itself.

Our ambition is to continue establishing My Sunday Ski as one of the leading names in luxury skiwear globally, and we feel we’re only just getting started.

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Founders’ 5 with Cassie Easton and Ellie Lindsay-Wood

Cassie Easton: We wanted to know all about My Sunday Ski and the ladies behind the business, so we’ve put together the exclusive Founders’ 5 with Cassie and Ellie.

Ellie Lindsay-Wood:

Favourite business tool

Cassie Easton: An outside perspective. When you’re so close to a business, it’s easy to lose objectivity. Having people around you who challenge your thinking rather than simply agree with you is invaluable.

Ellie Lindsay-Wood: Shopify. I worked in e-commerce for other brands before starting my own, so I know how much used to sit on lengthy tech roadmaps. Now we can just get on with it, and AI is opening up even more opportunities.

One lesson you learned the hard way?

Cassie Easton: That perfectionism can be the enemy of progress. I’ve learnt that every opportunity has an opportunity cost, and that being selective and decisive is often more valuable than getting everything exactly right. You can always course-correct, but you can’t recover time spent standing still.

Ellie Lindsay-Wood: Your fulfilment partner is part of your brand. If the parcel’s late, the customer doesn’t blame the warehouse. She blames you.

One future trend you’re watching?

Cassie Easton: The shift towards AI-led product discovery. We’re moving beyond traditional search engines and social media as the starting point for shopping, and I think the way consumers discover, compare and ultimately purchase from brands is going to change significantly.

Ellie Lindsay-Wood: Everyone’s trying to do ski now. It used to be niche, with heritage brands we were taking share from. Now make-up, skincare and fast fashion all want a piece of the pie. For us, it’s about protecting our personality and doubling down on what we do best.

One quote you live by

Cassie Easton: “You don’t receive what you give but you always give what you are.”

Ellie Lindsay-Wood: “If you don’t ask, you don’t get.”

One book/podcast you recommend

Cassie Easton: “Ladies Who Launch”, by Rochelle Humes. I love hearing from a new generation of female founders who are building brands in real time. It’s refreshing to hear honest conversations about the decisions, challenges and lessons behind businesses we actually know and interact with, rather than just the polished success stories.

Ellie Lindsay-Wood: “Manifest”, by Roxie Nafousi. It’s my go-to for a mindset refresh, a reminder that self-belief and action go hand in hand.

Want to be featured as TechRound’s Founder of the Week? Know someone who deserves to be recognised as a founder making waves in the startup landscape? Find out more about this weekly feature and how to get involved here.