As I write this, it’s catalog season. Towards the end of the calendar year, our mailbox gets stuffed full of catalogs based on our purchasing habits (lifestyle, home furnishing, women’s clothing to name a few categories). And while I’m a pretty cautious, thrifty type, some brands just stick out to me because they reflect my personal values.

One of these brands is Stio. Founded in 2014 by Stephen ‘Sulli’ Sullivan, Stio is a clothing company based in Jackson Hole, Wyoming.

We create premium, technical apparel for mountain athletes—so we can all do more of what we love. ~Stio

As you might imagine, Stio’s most prominent brand archetype is The Explorer. Their website and catalogs feature athletes as well as regular folks venturing far and wide, experiencing all that the world has to offer. “Chase Bliss.” Talk about some serious FOMO!

I think the brand also exhibits a pretty strong Caregiver vibe. From it’s carefully worded commitments to their sustainable practices to their extensive kids line of clothing–and even their whitebark pine cone logo–they are showing that they genuinely care about the places they are inspiring you to visit.

While similar in many ways to brands like Patagonia, PrAna, or The North Face, Stio offers customers a more intimate, approachable brand experience. I own numerous pieces of Stio clothing. I love each piece because it is unique and comfortable when I’m out exploring. But, if I need to head to work or a gathering after an adventure, it’s not a problem keeping the same garments on. That’s one of the beautiful qualities of this brand.

Curious about how your company might embrace the Explorer or Caregiver archetype? Reach out to me today!