Young People on Xiaohongshu and Douyin Are Wearing Ski Jackets to Work Again, and Honestly It Makes Perfect Sense
Winter hit China and suddenly every office looks like someone accidentally scheduled a staff meeting at a ski resort. Pink puffers. Blue shells. Purple technical jackets that could probably survive a blizzard. The Ski Jacket Migration has officially begun.
On Xiaohongshu and Douyin, young people are proudly posting their “I’m commuting like it’s a ski slope” outfits.
Their logic: Windproof. Warm. Lightweight. Cooler than outdoor jackets. Easier than down coats. Basically the winter uniform of a person who refuses to suffer.
One viral comment says it all: “My body is at my desk. My soul is halfway down the mountain.”
And the hashtags? Wild.
#滑雪穿搭 (ski outfits) on Xiaohongshu has passed 750 million views.
#滑雪服 (ski jackets) on Douyin has blown past 470 million views.
Sales of ski jackets are exploding. And the wild part is this trend didn’t even start on the slopes.
Last winter was all about young people rushing to ski resorts.
This winter, the ski jackets have escaped. They’re in offices. On buses. In conference rooms. At Monday standups.
So why is this niche gear suddenly the most mainstream winter uniform in China?
Let’s break it down.
1. Ski Jackets Aren’t Just Warm. They’re “I Won’t Suffer For Fashion” Warm.
Here’s the honest truth. Ski jackets are just better.
If you commute by e-bike in a northern city, a ski jacket might as well be a survival kit. They’re waterproof. Windproof. Warm. Light. Tight at the cuffs and hem so zero cold air gets in. People literally tested this.
Down jacket + bike commute = instant cold-air tunnel.
Ski jacket + bike commute = sealed like a spaceship.
Some riders even say they start sweating by the time they reach the office.
Once people feel that difference, there’s no going back.
2. The Price Wall Crumbled. Now Anyone Can Join the Club.
Ski jackets used to scream “Descente, Kailas, or nothing” and cost thousands.
This year?
Decathlon has full ski jackets for 299 RMB
Sam’s Club sells budget-friendly versions
Second-hand platforms offer last year’s premium models at half price
Suddenly, anyone with 300–500 RMB can get a legit ski jacket.
The barrier between niche gear and daily essential? Gone.
3. Young People Want Maximum Value. One Jacket, Many Lives.
Wearing a ski jacket only a few times a year at the resort feels like wasting money.
So young people asked the obvious question:
“If this thing is warm, stylish, and functional… why wouldn’t I wear it every day?”
It matches their whole consumption logic.
Use everything you buy to the max.
Expand usage scenarios.
Beat the system. Save money.
Ski jacket at work? Smart. Cheap. Effective.
4. Social Media Turned Ski Jackets Into a Personality
Platforms didn’t just observe the trend. They built the trend.
Xiaohongshu launched the “Stylish Sports Proposals” campaign.
Douyin rolled out #用滑雪的姿势进入冬天 (“Enter Winter in Skiing Mode”).
Suddenly ski jackets weren’t gear.
They were a mood.
Wear one and you instantly signal:
“I’m chill.”
“I’m sporty.”
“I’m outdoorsy even when I’m indoors.”
“I refuse to let winter defeat me.”
Influencers positioned ski jackets as a vibe, not just clothing. The aesthetic spread like wildfire.
5. Brands Saw the Wave Coming… and Jumped On
Ski labels pivoted fast.
Instead of pushing “technical performance,” they started selling “everyday winter life.”
Descente and BOGNER toned down their designs
More fashion colors
More influencer partnerships
More “commuting-friendly” messaging
Decathlon even marketed its jackets as winter “battle robes.”
And people absolutely bought in.
Some brands leaned hard into the now-viral scenario:
“Wear it to work Friday morning. Hit the slopes Friday night. Zero outfit change.”
It’s efficient. It’s relatable. It sells.
6. Ski Jackets Are Also Emotional Support Clothing
Here’s the unexpected part.
A lot of young people don’t even have time to ski. But wearing a ski jacket gives them the feeling that they could. It becomes a tiny escape hatch during a long work week.
A little identity.
A little fantasy.
A little rebellion.
Some joke,
“I don’t really want to ski. I just want to look like I’m good at it.”
Ski jackets hit the perfect emotional sweet spot:
Half practical necessity.
Half dopamine.
Final Thought
From slopes to subways, ski jackets didn’t go mainstream by accident.
They solved a real problem.
They fit a new lifestyle.
They tapped into a smarter, more value-conscious generation.
And they let young people project a cooler version of themselves in the process.
So the real question is…
Would you wear a ski jacket to work?
