How a ski trip sold £50k worth of clothes

What if I told you that you could turn a skiing trip with your mates into 30 million views and £50,000 in sales?

Well, this guy did just that.

Miles (see below) has spent the last few years crafting his perfect online persona.

Whilst documenting his 9 to 5, he started to play up to the finance bro stereotype.

And then things really took off.

He raked in the views enough so that he could leave that nine to five and start his own business.

But it needed to fit the content he was known for.

So he targeted the exact people that he was making fun of - essentially himself.

Signet Sunday was born

A clothing brand for your average finance bro.

The brand primarily sells premium British menswear - quarter zips, gilets, and shirts.

But he wasn't going to just do your regular everyday marketing.

No no.

Miles had grown his socials by playing the part of the stereotype, and his brand would do the exact same.

Whilst on a ski trip, he created a bunch of videos pretending to work from home whilst on the slopes.

The result?

30 million views across six videos and £50,000 worth of sales.

And in true finance bro style, the whole thing was a business expense.

What Miles understood:

Products don't go viral.

Entertainment does.

They became the joke instead of trying to avoid it.

And when you capture attention at that scale, sales become the easy part.

I mean, he had a 70% email open rates to an email list of over 30,000.

1200+ items sold in hours at launch.

50% increases in sales and 200% growth in brand mentions after employing this storytelling-driven strategy.

Wild, wild numbers.

The three lessons:

1. Don't just sell your product

That's boring folks.

There's a reason Red Bull pull crazy stunts and sponsor extreme sports.

This is what attracts eyeballs.

Sticking a picture of your product on Instagram is forgettable.

Miles showed a lifestyle and an attitude and made a relatable moment out of it.

The clothes just happened to be there.

2. Attention over everything

When you capture attention at scale, everything else funnels down.

Sales, brand awareness, community - it all flows from attention.

Miles' marketing channels, including emails and social media, reflect the same satirical, relatable tone that he's known for on TikTok.

This creates a seamless audience experience and strong brand identity.

His approach relies on building anticipation and fan connection before the product even launches.

3. Become the meme

Most brands are terrified of being the joke.

But Miles leaned into it completely.

Remote workers on fake business trips? Absolutely. Make us the punchline.

Because when you become the meme, you become unforgettable.

And sometimes the best marketing doesn't look like marketing at all.

It looks like a ski trip with your mates that just happens to sell £50,000 worth of product.

By "thinking like a creator," Miles places a huge emphasis on content quality, community engagement, and humour rather than leaning on traditional ecommerce tricks.

This is the blueprint.

Not fake urgency timers.

Not discount codes spammed everywhere.

Not boring product shots with "link in bio."

• real entertainment

• real connection

• real community

And then the sales follow.

Remember, the creator mindset is all you need to grow 🌱

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