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:

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.

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

—Bene Broudy