In 2018, Wil Beedle launched Shoreditch Ski Club, a fashion label known for its responsibly produced winter wear that creatively blends elements of ski culture with urban aesthetics. Beedle's innovative approach introduced a fresh brand proposition encompassing design, concept, product range, and visual communications.

Shoreditch Ski Club may sound like a club, but it's not. It's a fashion label that challenges norms. It combines opulent materials with a rebellious spirit while maintaining a commitment to sustainability. This brand is designed for both city life and mountain adventures, making it versatile year-round. It's a blend of feel-good comfort and an audacious attitude, originating from the vibrant streets of East London with a touch of love.