The premium women’s thermal-base-layer brand, Sloobie Skiwear, has swapped snow for grass, and fondue for strawberries and cream, as their Summer Ski Club campaign has launched on Regent Street.
Described by the company as, “…a bold new initiative challenging the retail calendar and the seasonal norms of fashion and sport,” the campaign reimagines ski culture as a British summer country club, “…blending the contrasting lifestyle aesthetics in a tongue-in-cheek, playful campaign.”
Sloobie have just opened a retail location inside ‘A Style of Our Own’ (SOOO), the UK’s first female-focused sports store for women, in a partnership with Swiss ski resort LAAX.
SOOO occupies the former Ted Baker flagship store which has had a £1 million refit funded by Mastercard and The Crown Estate. The store is home to 27 female-founded brands united under one roof.
Founded by 24-year-old Renee Fraser-Shepherd, Sloobie is known for blending high-performance thermals with shapewear technology, designed to flatter, fit, and function. The brand was born from years of research into why women feel overlooked in the ski apparel market and aims to be “…a confident, community-first shift toward stylish technicalwear that empowers.” It’s already won plaudits from the likes of Gwyneth Paltrow and Vogue Williams.
“The Summer Ski Club is a campaign with real purpose. It’s about more than launching in summer – it’s about creating a space for women who love skiing year-round. A Style of Our Own is the perfect home for that energy: a female-founded space for female-driven ideas,” Renee commented.
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