Strategy
Positioning
Ideation
Copywriting
For the sixth consecutive season, Voicebox was trusted with the keys to Stio’s product selling copy and segmentation work. Forming a foundational element for their stratospheric 2x growth during the past three years, our shop created effective selling strategy and copy that still encapsulated the culture and essence of the mountain town brand. Building on deep technical, industry and cultural experience and knowledge our words created high e-commerce conversion rates but also spoke to a deeper identity focused on lifetime customer acquisition.
By collaborating internally with both the product design and marketing departments, the work and thinking our shop developed and shaped was harnessed and harvested as the basis for all of Stio’s internal product campaigns. From email campaigns and social arcs to paid digital executions and PDP copy on their highly successful dot com, our shop created all of the brand’s product copy and segmentation for Stio’s winter season. With work that ranged from high-level segmentation to product-level campaign ideation our shop’s deeply embedded work continued to make a foundational contribution to the continued rise of the inspiring mountain brand.
Legendary pow days deserve the best gear—which is why we made a game-time decision and revised our Shot 7 jacket to GORE-TEX technology. The heightened waterproof/breathable performance only adds to the comfort zone when the snow is deep, the laps are fast and your crew is absolutely charging. Responsibly sourced high-loft 800-fill HyperDry™ down keeps the lift rides warm even on subzero days, yet keeps the interior regulated comfortably. Fully seam sealed and built with a removable powder skirt, subtle RFID pocket and mesh-backed pit zips to keep cool when the sun shines.
We’re a little obsessed with the Fernos Knicker. Say goodbye to cold chairs and overheated tours, we’ve found the fine skier’s line between frictionless mid-layering and highly breathable warmth. Peakfill™ Active Insulation 40g warms yet allows airflow while side stretch panels enable free range skinning or bootpacking. Tuned specifically to skiers, the mid-calf-length, stretch-knit cuff stops short of the boot to eliminate bunching, binding or hassling. A zip side pocket stows a keycard or enough cash to grab a coffee.
Not all mountain weather requires a stiff storm shell. Made as a more flexible alternative to technical overkill, our Millibar harnesses GORE-TEX INFINIUM™ WINDSTOPPER® technology to block wind, shed weather and stretch liberally — adeptly walking the ridgeline between protection and liberation with alpine style. Paired with a brushed grid backer for light warmth and underarm stretch panels for breathability, it maintains a comfortable core for alpine pursuits.
When ripping fast groomers or just ticking a bluebird powder day, our Millibar combines windproof performance with midmountain warmth. GORE-TEX INFINIUM™ WINDSTOPPER® blocks wind, sheds weather and stretches liberally, while underarm stretch-woven panels add range and core-cooling breathability. Shaped with a clean aesthetic and warmed with a brushed microgrid fleece backer, the ski hill style also features a fixed halo-adjust hood, four zippered pockets and low-profile stretch cuffs. An adjustable hem seals out the elements.
Freedom of movement was the guiding light in our approach to the classic belay parka. We achieved flex and stretch for active range with a combination of 20-denier doubleweave, four-way-stretch nylon and Stitchless™ dual tube construction, an innovation in insulation that maximizes loft and eliminates cold spots. Responsibly-sourced HyperDRY™ 650-fill goose down maximizes the heat-to-weight ratio yet still dries quickly when soaked in a mountain storm. The down-filled fixed hood provides an instant warm up on ridges or pitches while an internal security pocket keeps electronics warm, working and secure. An external DWR sheds snow and sleet.
Down can feel bulky and constrictive. Our high-stretch Skillet is the polar opposite, due to a pairing of four-way-stretch nylon and Stitchless™ dual tube construction. Engineered baffles enhance loft, remove cold spots and trap more heat per ounce of fill, yet also enable the piece to move liberally during action or adventure, whether winter camping or village ice skating. Responsibly-sourced HyperDRY™ 650-fill goose down is overstuffed inside, adding warmth that endures even in damp conditions. A medium cut layers over thicker mid-layers yet still slides under a storm shell.
We built our burliest flannel to honor the caretakers who keep the fires stoked, the cordwood stacked and the pow slayed deep in iconic touring zones. For the rest of us, their namesake overshirt is tailor made for cabin trips, spring shreds or waxing up the sticks in an unheated garage. Heavyweight by material, it draws its backwoods character from double-brushed, 300-gram organic cotton flannel in a custom Stio® yarn-dye plaid. Adjustable cuffs roll easily while a modified shirttail hem wears tucked in or left out.
Caretaking huts is often a partnership, yet the women who chop the wood, keep the fires stoked and fix the solar rarely get recognition. The Hutkeeper is our tough-as-nails tribute to that backcountry spirit with double-brushed, thick-skinned, super-warm-yet-super-soft organic flannel. Worn as a work shirt, under a ski shell or as the height of woodstove après fashion—it’s instantly at home in any hut, yurt or cabin. Shaped with a slight curve, fit like an overshirt and styled with a custom Stio® yarn-dyed plaid, it’s the only one you need to pack or pick for trips to treeline shelter.