SQI

What SQI does

SQI (legal entity: SQI PRO Limited) is a London-based direct-to-consumer apparel brand founded in 2021 that designs and sells technical winter outerwear positioned for use across both ski slopes and urban environments. The company's core product is the SQI Jacket 1.0, offered in the Elemeйts Raйġe collection — four colorway variants (V∅lCaЙIK Black, Forêt Green, DEZЭ'RT White, ôSHun Navy) at $267 each — plus a lower-priced Poachers Black variant at $205. Technical construction centers on a 10k waterproof and wind-resistant outer shell made from recycled plastic bottles, 150g of quilted recycled polyester insulation, taped seams, waterproof zips, magnetic chest pockets, a detachable faux fur hood, breathable fabrics with vents, and a lift pass wrist pocket. The brand markets these products as unisex and fit for 'piste-and-pavement' use.

The revenue model is pure one-time DTC purchases through a Shopify storefront at wearesqi.com, with payment processing handled by Stripe and buy-now-pay-later options via Klarna (Pay in 30 days or Pay in 3 instalments). A complementary accessories line — black and white powerbanks and beanies at $28 each — expands average order value. Average selling price on jackets sits around $205-$267, with free UK delivery above £100 and paid tiered international shipping. Marketing relies on organic social (Facebook, Instagram, Pinterest), a newsletter funnel with early-access incentives, and a brand ambassador program that recruits content creators in exchange for product.

SQI operates as an independent private UK company with no disclosed institutional investors, no recorded funding beyond a $0 round in November 2021, a 1-10 employee footprint, and a registered office in Maidstone, Kent. The customer base is exclusively individual consumers — no enterprise or wholesale channels — with global reach enabled by multi-currency storefront support spanning 25+ countries across Europe, North America, Asia-Pacific and the Middle East. The company's strategic narrative emphasizes versatility and sustainability (recycled inputs, urban-meets-mountain aesthetics), and it backs products with a 1-year warranty and free shipping and returns on UK jacket orders.

Name

SQI

Legal name

SQI PRO Limited

Website

https://wearesqi.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

SQI (SQI PRO Limited) is a London-based direct-to-consumer apparel brand, founded in 2021, that designs and sells technical winter ski jackets made from recycled materials — positioned for both on-piste and urban use — alongside a small accessories line, exclusively through its Shopify e-commerce store.

Ownership category

akta.pro rank

Product category

Winter Sportswear

NAICS

Clothing and Clothing Accessories Retailers (4581), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB)

akta.pro secondary industries

Winter Sports (Ski/Snowboard) Retail (CRAMABAJ), Winter Accessories & On-Mountain Essentials Retail (Hand/Foot Warmers, Packs, Hydration, Sunglasses) (CRAMAJAJ)

Keywords

• Technical outerwear
• Ski jackets
• Winter sportswear
• Performance apparel
• Snow sports gear

Headquarters

HQ city

Maidstone

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Ski Jackets: One-time purchase of technical ski jackets. Primary revenue stream with 4 products in the Elements Range at $267 each, plus a Poachers variant at $205. Jackets are designed for multi-purpose use between piste-and-pavement with recycled materials.
2. Accessories: One-time purchase of accessories including powerbanks ($28) and beanies ($28). Complementary product line to jackets, offering branded accessories for the SQI lifestyle.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

SQI designs, produces, and sells premium technical outerwear — primarily ski and snow-sport jackets under its Elements Range — along with related winter sports apparel accessories. Products are sold direct to consumers through the brand's own online storefront to deliver performance-focused, weather-protective gear for skiers and winter-sport participants.

Product overview

SQI is a London-based technical apparel company founded in 2021, designing versatile outerwear for piste-and-pavement use. Their core product is the SQI Jacket 1.0, offered in two collections: the Elemeйts Raйġe (V∅lCaЙIK Black, Forêt Green, DEZЭ'RT White, ôSHun Navy ski jackets priced at $267 each) and the Poachers Black Ski Jacket ($205). All jackets feature technical fabrics made from recycled materials, 10k waterproof rating, and breathable construction. The company also offers an accessories line including Black/White Powerbanks and Black/White Beanies at $28 each. SQI sells exclusively through their Shopify e-commerce platform with worldwide shipping.

Differentiator

Problem solved

Functional benefit

Brands

• Elemeйts Raйġe: The Elemeйts Raйġe is the main ski jacket collection featuring technical fabrics made from recycled materials with all-weather protection and minimalist urban aesthetic. Includes jackets like V∅lCaЙIK, Forêt, DEZЭ'RT, and ôSHun.

Products and services

• Elements Range — Premium Ski Jackets Premium technical ski jackets built with waterproof-breathable fabrics and performance construction, designed for individual skiers and winter-sport participants seeking high-end alternatives to mainstream sportswear.
• Winter Sports Apparel Accessories Supporting accessories sold alongside SQI's ski jackets for winter-sport and cold-weather use, complementary to the core outerwear collection.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the SQI online store. Handles payment processing, order management, and website hosting. Website credits 'Powered by Shopify' indicating standard platform usage.
• StripecoreTechnology or IntegrationPayment processing provider for handling credit/debit card transactions. Referenced in privacy policy as the payment data processor.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Halfdays: US-based DTC ski and activewear brand targeting style-conscious female skiers. Comparable business model (DTC-only, premium-priced technical apparel, sustainability emphasis) but earlier stage and narrower demographic focus, making it an emerging rather than direct peer.

Broad incumbents

• Patagonia: US outdoor brand widely recognized for sustainability and recycled-material outerwear. Direct comparator on the recycled-fabric and ski-jacket axes, but operating at massive scale across many categories and channels, making it a broad incumbent rather than direct peer.
• Arc'teryx: Premium technical outdoor brand owned by Amer Sports, covering ski jackets, shells, and insulation. Comparable on the high-end technical-outerwear axis where SQI competes, but with vastly broader product portfolio, retail footprint, and brand equity.
• Helly Hansen: Norwegian heritage outdoor and ski apparel brand with broad global wholesale and DTC distribution. Comparable as a competing provider of technical ski jackets with waterproof/insulation technology, though far broader in category scope and distribution than SQI.
• Burton Snowboards: US-based snowboarding and ski outerwear pioneer with a global multi-channel retail and DTC operation. Comparable for overlap in technical ski/snowboard jacket category and youth-oriented lifestyle branding, though much larger and broader.
• The North Face: VF Corporation-owned global outdoor brand with extensive ski jacket and insulated outerwear ranges. Comparable in competing for the same technical winter jacket purchase occasion, though operating as a mass-market incumbent rather than a DTC challenger.

Direct peers

• Nobis: Canadian DTC premium outerwear brand selling technical jackets at a similar price band. Comparable as a direct-to-consumer challenger brand competing against legacy players on style, performance, and quality in the technical winter jacket category.
• Planks: UK-based independent ski apparel brand selling premium outerwear direct-to-consumer with a similar lifestyle-to-mountain aesthetic. Most comparable given shared UK roots, DTC-only model, and overlapping target customer of style-conscious skiers and snowboarders.
• Picture Organic Clothing: French DTC ski and snowboard apparel brand built around recycled and bio-sourced materials with a streetwear-influenced aesthetic. Highly comparable to SQI in sustainability positioning, ski-jacket focus, and lifestyle-meets-performance design language.

Regional players

• Mountain Equipment: UK heritage outdoor brand specializing in technical mountaineering and winter clothing. Comparable as a UK-headquartered technical outerwear specialist, but focused on the climbing/alpine sub-segment with different channel and pricing dynamics than SQI.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wearesqi
• Instagraminstagram.com/wearesqi
• Pinterestpinterest.co.uk/wearesqi_

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SQI