Outdoor brands you might not know, but you should — Stio.
Blog Series: 05/14 | STIOA Jackson Hole–based brand that understands mountain life—and designs gear that actually fits into it
Words by Michele Underwood | Photos by Stio
I love quality, well-made products. Working in advertising as a creative, from the giant agencies to the boutiques, has given me a unique perspective. It's not always about the big names you know; sometimes, it's the ones you don't that capture your eye.
Now, stepping away from agency life with Overland Girl, I'm spotlighting the brands that ignite my passion and confidence. With my creative roots and a career that's crossed paths with both the well-known and the obscure, I'm excited to share the brands that stand out—not just for their products but for their stories, commitment, and undeniable spirit. This blog is part of a series where I highlight some of the most unique and inspiring outdoor brands. Let’s dive into the world of these hidden gems, exploring what makes them tick and, perhaps, finding the one that speaks to you. You might already know these brands; if so, that’s great: Mammut, Black Crows, Wild Rye, Stio, Snow Peak, Dragon Alliance, Big Agnes, Mountain Gazette, Wild Sam, HipCamp, Rumpl, and Rovr Coolers.
Today, I’m excited to focus on Stio, a brand born in the heart of the Tetons that seamlessly blends technical performance with everyday style, offering versatile outdoor apparel designed to inspire a connection with nature in every setting.
Stio: Built from the Tetons
Stio is based in Jackson, Wyoming, and more than anything, they understand mountain life.
The brand was founded in 2011 by Stephen Sullivan, who had already spent years in the outdoor industry and saw a gap between highly technical gear and what people actually wanted to wear day to day. The idea was simple: create apparel that could handle real mountain conditions but still feel wearable beyond them.
That Jackson Hole influence still shows up in everything they make. The terrain, the weather, and the pace of life there all shape how their gear is designed—practical, comfortable, and built for people who spend real time outside.
A Focus on Mountain Life, Not Just Performance
Stio’s approach isn’t just about technical performance. It’s about how that performance fits into everyday use.
Their gear is designed for skiing, hiking, mountain biking, and everything in between, but it’s also made to transition easily into the rest of your day. That balance is something many brands aim for, but Stio tends to achieve it in a quieter, more consistent way.
It feels less like “gear for one thing” and more like clothing that works across how you actually spend your time.
Drawing on its Jackson Hole roots, Stio embodies the essence of the mountain lifestyle in every piece it creates. The brand skillfully merges technical performance with casual elegance, catering to adrenaline-packed adventures and more subdued urban activities. This versatility shines through in their extensive clothing and accessories, designed for various outdoor pursuits, including hiking, skiing, and everyday urban wear.
Stio's commitment to sustainability is evident in its use of eco-friendly materials and practices across its product lines. This dedication permeates its operations, ensuring business practices uphold these values. Moreover, Stio champions inclusivity, striving to make the outdoors accessible to everyone, irrespective of background or ability, adhering to the principle that "outside is for everyone."
Innovation lies at the core of Stio’s approach. They constantly infuse fresh ideas into their apparel lines. Each season, they push the boundaries of fashion and technology to meet the diverse needs of outdoor enthusiasts, ensuring that style and substance are never compromised.
What Stio Makes
Stio covers a wide range of outdoor apparel, but the through-line is consistent—everything is built around comfort, movement, and real use.
Their main categories include:
Ski and snowboard gear for resort and backcountry days
Hiking apparel designed for long days on trail
Mountain bike gear focused on breathability, movement, and fit
Running gear built for comfort and movement without feeling overly technical
Swim and water-ready pieces designed to handle heat, sun, and time on the water
It’s a full lineup, but it doesn’t feel scattered. The same approach carries through everything.
How That Shows Up in Their Products
What Stio makes is one thing. How it actually feels to wear is what stands out.
Across different pieces, there’s a consistency in how the material feels and how things fit. It’s not overly technical or stiff, and it doesn’t feel like you’re putting on “gear.” It just feels comfortable in a way that works for spending all day outside.
That’s something I’ve noticed more as I’ve worn their products longer. It’s not one standout feature—it’s how everything comes together.
The Stio Women’s OPR Short is a good example of that. The material feels soft but still has structure, the fit sits right, and nothing feels off once you’re on the bike.
The brand participates in and supports various programs aimed at increasing women's access to and inclusion in outdoor sports. This includes partnerships with organizations focused on the environment and outdoor activities, where they promote and support female participation. Stio's efforts reflect a broader commitment to fostering a diverse and inclusive outdoor community.
These initiatives demonstrate Stio's dedication to equipping women with high-performance gear and supporting broader social goals within the outdoor industry, such as gender equality and empowerment in all aspects of outdoor engagement.
Where You Notice the Difference
You don’t really notice what Stio does differently on a hanger.
You notice it when you’re wearing it.
It shows up in how the material feels, how something moves when you’re active, and whether you’re adjusting it throughout the day. It’s not about standout features—it’s about how everything comes together once you’re actually using it.
That’s been my experience across a few pieces, especially with the Stio Women’s OPR Short. The material feels right, the fit sits well, and nothing feels off once you’re on the bike.
Not Overdesigned—Just Thought Through
A lot of outdoor gear leans heavily into technical features.
More panels, more structure, more going on.
Stio tends to keep things more considered. The difference shows up more in how something feels than how it looks. The material, the fit, and how it moves when you’re actually wearing it.
It’s not something you always notice right away, but it’s something you start to appreciate the more you use it.
A Brand That Reflects Its Environment
A lot of brands reference where they’re from. With Stio, it feels more connected than that.
The Jackson Hole influence shows up in the way their gear handles real conditions—changing weather, long days outside, and the kind of routines that come with actually spending time in the mountains.
It’s not about designing for one moment. It’s about designing for the full day.
Who This Brand Is For
Stio makes sense if you care about how gear feels when you’re actually using it.
Not just how it looks or what it claims to do, but how it fits, how it moves, and whether you notice it while you’re wearing it.
If you’ve ever put something on and immediately felt like it wasn’t quite right, you’ll notice the difference here.
Why Stio Is Worth Knowing
Stio isn’t trying to stand out in an obvious way.
But once you wear it, it does.
It’s the kind of brand that makes more sense over time—the more you use the gear, the more you notice the decisions behind it.
Related Review
I break this down more in my full review of the Stio Women’s OPR Short, especially how the material and fit actually feel on the bike. Read the review.
Michele Underwood writes Overland Girl, where she shares gear she uses on real trips—from the Northwoods of Wisconsin to the Ozarks. She values quality and craftsmanship in everything she buys—from outdoor gear to everyday clothes and furniture. Her choices may seem expensive to some, but she believes in buying less and buying better. Longevity matters, both in terms of function and style.
Some of the links in this review are affiliate links, which means she may earn a small commission if you buy through them. It doesn’t cost you anything extra, and it helps support her work. She only recommends gear she’d bring herself.