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Stio: A New Mountain Lifestyle Brand From Steve Sullivan


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:


A modern take on the classic softshell, which Cloudveil made ubiquitous, combining a collared shirt style with a technical fabric and drape. The nylon softshell material keeps you protected and comfortable on a hike, while a little bit of PrimaLoft ONE insulation keeps you warm on the slopes. And, the sleek collar and oversized double chest pockets means you can still show up at someone's house for dinner if you live in Jackson, Wyoming, Burlington, Vermont, or possibly Boulder, Colorado. Available now, $295.


A baselayer and a stand-alone shirt, Stio calls the Basis your one-stop-shop for all your mountain style and tech needs. Made from Polartec Powerdry and wool with recycled mesh, it’ll wick moisture and it won’t stink. And while Stio doesn’t guarantee it like Horny Toad does, you will get compliments on your new look. Available now, $175.


Who doesn’t love a flannel buttondown when the air gets that crisp autumn feel? The Rambler has the laid-back look and comfort of a casual flannel with the performance of a technical wind shell. Heavy-weight flannel on the outside provides that mountain-casual feel and the Pertex Ripstop Nylon gives enough protection for a chilly winter day. And it’s reversible. Available now, $165.

See more at stio.com.

—Bene Broudy

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