SQI, A New UK Skiwear - Streetwear Cross-over Brand Launches

Former Nottingham Trent student, Freddy Hoare has this winter launched SQI, a new e-commerce clothing start-up headquartered in Maidstone, Kent. The company, which champions multi-use and sustainable winter jackets, aims to break into busy markets with a do-it-all product designed to blend the best features of skiwear, streetwear and sportswear.

SQI is a new UK fashion start-up on a mission to make sustainable &multi-functional fashion that connects city life with the great outdoors.Their debut collection of jackets, theElemeйtsRaйġe features waterproof fabric made from recycled plastic bottles, insulation made from recycled polyester, a detachable faux fur hood and a suite of other features that make the jacket suitable for skiing,sports and street fashion

SQI has so far raised more than £180,000 from 31 investors and is aiming to secure further investment in 2022. With the beginnings of SQI imagined and built during the Covid-19 pandemic, it has successfully secured funding, built a brand, made hires, developed products and launched to market all through the medium of video meetings.

SQI launched its direct-to-consumer business through their website in early November 2021 and began to stock jackets in a number of retailers across the country shortly before Christmas. SQI have continued to build buzz in the new year, exhibiting at the UK’s leading ski & outdoor industry trade show and collaborating with high profile social media personalities including Manchester United women’s captain, Katie Zelem.

“We’re so excited to have officially launched SQI and proud that this is the result of incredible hard work through the pandemic”, said Freddy Hoare. “We’re here to challenge fast fashion, and truly believe in the need for just one high quality, and thoughtfully designed winter jacket that ticks all the boxes from skiing, sports and sailing to stylish street fashion. The most sustainable product is the one that’s worn 100 times after all.”

Marco Nardini, Founder of Shaptor Capital, and an investor of SQI also said: “We’re really excited by the prospects of SQI, which is why we absolutely had to invest. It’s a young, conscious, and current brand that is well placed to make a big mark on the fashion and ski industries with its innovative vision for multi-functional product”.

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