M&S Goodmove Enters the Slopes

Skiwear has always lived at the intersection of performance and bravado. This winter, Marks & Spencer’s Goodmove line steps into that space with its first-ever dedicated ski collection — and, crucially, it understands that men want more than just insulation.

Available online now, the menswear offering is built for the 1.5 million Brits who decamp to the mountains each year and refuse to look anonymous while doing it. The approach is technical but unfussy: high-performance fabrics, considered detailing, and silhouettes that feel as at home at après as they do on a chairlift.

At the centre of the collection is the Goodmove ski coat. It’s engineered with the kind of features seasoned skiers actually notice — underarm ventilation zips for temperature control, a removable snow skirt for adaptability, and even a built-in goggle wipe. These aren’t gimmicks; they’re practical touches designed for long days in unpredictable conditions. The look, meanwhile, is sharp and contemporary, with streamlined cuts and alpine-referencing prints that avoid novelty.

Across the range, advanced thermal and waterproof fabrics provide protection against wind, snow and rain, while adjustable fastenings allow the kit to move properly with the body. It’s skiwear designed to work hard without broadcasting the effort.

Goodmove’s strength has always been functional performance at accessible prices, and this collection extends that philosophy into the mountains. For men who want skiwear that feels modern, capable and quietly confident — without the luxury-brand markup — M&S is making a convincing case that style doesn’t have to stop at sea level.