The outdoor adventure clothing brand Stio has been showing up more and more at Utah ski resorts. Founder Steve ‘Sulli’ Sullivan grew up in neighboring Colorado but spent a lot of time in Utah’s red rock desert and snow-covered mountains. Today, he puts his passion for the mountain west into the fast-rising Stio brand. He spoke to Last Chair about his love for the outdoors and how it’s embodied in his brand.
The Stio brand is all about outdoor empowerment. Our tagline is let the outside in. It's all about giving people a reason to be outdoors.
One of the reasons I got into the apparel business was just going through my youth, always being cold and wet and wearing some old hand me downs. But I really learned a lot about the climate. And I became really fascinated about textiles and what different textiles could do to add to your enjoyment and performance in the outdoors.
The desert is one of the great powers. The mountains, the desert, the oceans - I'm still entranced by it. I've always thought it was a really powerful place and a place of unbelievable changes in climate. I've done a lot of skiing in Moab in the La Sal's. It can be just absolutely superb spring skiing down there. I truly love the desert. I feel like it is one of those powers in the world, like the mountains. One of the coolest things about Utah is you guys have this unbelievable topography - the state is so diverse. It's just amazing. And you have the Wasatch and and the unbelievable mountains up near Salt Lake and then, you know, drive a few hours. And the next thing you know, you're in red rock country.
There's just something different about living out here. There's something different about the people. There's something different about having to deal with the elements and the time spent outside, whether that's skiing or climbing or fly fishing or whatever it might be, kayaking, river running in the mountains. There's just a different culture out here. And it's a culture that is just so ingrained in my life and in our company. It makes a huge difference in the types of people that end up in the mountains are real. You have to deal with a lot of adverse weather and a completely different kind of change in seasons constantly. It's super ingrained in our brand because all of our employees live the outdoor lifestyle.
- Sulli's favorite Utah resort.
- Craziest outdoor activity he's ever undertaken (and there have been many).
- What he does outside skiing (just about everything)
- His fave High West brand.
Stio was founded to inspire connection with the outdoors through beautiful, functional products infused with mountain soul. We draw inspiration from our everyday immersion in life here in Jackson Hole: days on local rivers, trails and Teton summits. Technical performance, quality and versatility are hallmarks you'll find in every piece of apparel we make, be it intended for epic alpine pursuits or the quieter moments of the mountain life.
Stio is a direct-to-consumer brand, available at www.stio.com.
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