Stio: A New Mountain Lifestyle Brand From Steve Sullivan

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In 1994, Steve Sullivan (Sully) and Brian Cousins (Cuz) had an idea for a line of technical clothing, one that wasn’t just about bagging peaks and extreme expeditions. They founded Jackson Hole, Wyoming-based Cloudveil, a company that made technical clothing with heavy western cowboy-style influences and lifestyle applications. It may have been the first line of clothing that you could backcountry ski in before heading to work or après without changing.

Cloudveil was bought and sold and evolved and changed, and Sully and Cuz moved on. But Sully didn’t move far from that original idea. And this month, Sully announced Stio, a new mountain lifestyle clothing company. "It's less about what you aspire to be or do while wearing Stio clothing and more about how it functions as apparel to wear during your most laid back and adventurous moments," he said.

Look for a retail store in downtown Jackson, Wyoming, next time you’re there. Stio will only be sold at the store, online at Stio’s website and in its catalogs. The brand is launching with a few cornerstone products. Here are a few of our favorites:

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