Embodying the Jackson Hole lifestyle is what makes Stio the best

JACKSON, Wyo. — As soon as snow sticks to the ground, all around town and in Teton Village you will find yourself surrounded by Stio, Gold winner for Best Clothing Store in this year’s Best of Jackson Hole. With our loyalty to this hometown business, there is an oddly unavoidable feeling of comfort and pride when we see their whitebark pinecone logo outside of our mountain town: there is a stranger that understands and represents our lifestyle.

Brand ambassadors Keely Kelleher, Tanner Flannagan, and Sam Swartz show off their Stio swag in the sun
Photo: Fred Marmsater

“Winning Best of Jackson Hole is really exciting,” says Brand Director Liz Barrett. “The way this community has embraced Stio is what has led to our success and it is such an honor.”

Since opening its doors in 2012, Stio has become Jackson Hole’s outdoor apparel brand, and it has been the company’s mission to be a spokesman of the community’s lifestyle. “Our branding, our success, our product is all wrapped up in the community’s unique mountain town lifestyle,” says Barrett. “Getting into the Tetons and experiencing this incredible place throughout the seasons inspires the clothing that we make and the stories that we tell. We want clothing to support the lifestyle that we live so we’re not going to make something we don’t want to wear.” It is this authentic voice and style that has made Stio a Jackson Hole staple.

Using local athletes and outdoor enthusiasts to represent their brand is paramount to continuing to accurately represent their product. “We want to represent our clothing through the authenticity of where we live, and we believe there’s no other way to do that than having locals do it.”

Local Ambassador Brittany Mummaat in a snowstorm at JHMR
Photo: Dirk Colins

The company’s commitment to our town goes beyond being an ambassador for JH living. “We would never have the success that we do without this community,” says Barrett, which is why they strive to give back as much as possible. From sponsoring Moose Hockey, Pica’s Downhill Margarita cup, Snow King’s Uphill Course to telling stories for the Bridger Teton National Forest, they use their platform and voice to be stewards of the community and continue to give back.

When it comes to running a business in Jackson, the phrase “work/life balance” is critical for this recreation-driven company. “Access to the outdoors is why we all live here,” says Barrett, “and it’s critical for us to not only talk about balancing our work and play but really facilitating it in our day-to-day life. From entry-level positions to management, this is a belief system we really try to cultivate at Stio.”

When it comes to other local businesses that stand out in Jackson, Barrett listed a handful of restaurants she finds herself frequenting: Glorietta Trattoria, Bin22, and King Sushi. “They always have a welcoming local vibe, their service staff gets it, and with their open, tight tables you always run into people you know or meet new faces,” says Barrett. “They are the kind of places that facilitate those loose interactions that contribute to the fabric of our community.”

With brick-and-mortar stores in downtown Jackson, at Teton Village, and in Park City, the company is expanding thoughtfully to places where the authenticity of their brand is not lost.