Strategy
Segmentation
Copywriting
For our third winter season of creative work on the Stio Books, Voicebox once again generated all product, intro, series and brand copy for the powerful print pieces. In addition, we developed characteristic, engaging headlines and created segmentation strategy for categories, launches and individual product blocks while working in collaboration with Stio’s talented internal art department and catalog designers, remotely and effectively.
One unique aspect of this holistic round of copy, brand and ecommerce work was working with product marketing manager Emma Beecher and marketing director Liz Barrett to give voice and life to target personas with headlines that spoke to curated collections of winter products centered around everything from winter endurance to cabin life. These books once again contributed to the significant sales growth of the Stio brand, but as always, the highlight was penning the catalog intros that continued to speak with soul for the brand.
In mountain towns the holidays emerge with a certain feel. Storms are hitting, snow is stacking up and we make more time for what matters most to us. We orient our lives around family, friends and mountains in a way that reinforces a more natural worldview and reshuffles our outlook. Life itself shifts as we hit our natural mountain strides, appreciating the intrinsic value of escape from the grind into states and places that lift our souls.
This year, more than ever, we’re craving both that connection and that charge. The world has been a complicated whirlwind, but our hills, our ranges and our communities still fuel us with the same power. They reinforce what is most meaningful with a clarity of vision and of reflection. They call to us, especially this time of year. Whether your holiday season is about returning, reconnecting or just realizing how lucky we all are—now is the time to breathe it all in. It’s snowing, the mountains feel peaceful and there is no time like the present to embrace the true heart of these holidays.
When January hits, we’re instantly in our element. The rush of the holiday has passed, the storms are stacking up and we’ve turned our vision to the horizon of a new year. Snow totals and weather forecasts are the talk of the town, with lines, trips and imagined epics the topic of daily conversation.
This year, January feels vaguely the same, but also different. We’re fueled by an optimism for what awaits on the horizon, but also energized by a deeper appreciation of what sits closer to home. The morning lineup, our secret line at the hill, our breath hanging in the cold morning air. Embracing our community again, from both near and far.
Most winters we focus either on the past or the future—what was or what awaits—but this season is one where we all collectively feel the true power of the here and now.
BREATHABLE AND DURABLE GORE-TEX PRO SHELL COLLECTION TESTED IN BIG, BOLD TETON TERRAIN
A technical powerhouse tested in the heart of the Tetons, our pinnacle ski shell combo craves big mountain lines and big backcountry vertical. GORE-TEX 3L PRO shell Jacket and Bib seal out hammering storms yet breathe at an exceptional rate. The Jacket’s two pack-or-harness friendly pockets stow essentials while a pass-thru chest pocket allows instant access to bibs or baselayers underneath. On high-output days the Bib dumps heat quickly with YKK® Aquaguard side zips.
THE FAST AND LIGHT LOCAL
Early alpine starts, long skintracks and steep bootpacks. Big vertical and big objectives. Dropping in first. If this describes your human-powered approach to winter terrain, then our fast and light kit is made for the way you ski or split. Combining our extremely breathable waterproof Raymer shells with premium Power Wool™ baselayers and our highly breathable lofted Fernos Vest, this core-regulating layering system will keep you fully dialed in when moving fast in the mountains.
HUNKER DOWN WITH BOTTOMLESS COFFEE AND A ROARING BLAZE
It’s dumping outside. The fireplace is raging. The woodpile is stacked. The pass is going to close. For riding out the biggest storms in the comfort of the mountain cabin—or digging out after—our collection of tough, casual styles is made to ease in to that routine comfortably. Whether heading for the hills, bunkering in for winter or tackling chores in the unheated workshop, this rugged-yet-ready combination of characteristic styles meets the cabin criteria for souls immersed in the mountain life.
RUGGED WORKWEAR FOR EARLY STARTS AND LONG SHIFTS
We owe a debt of gratitude to the mountain souls who keep our trails groomed, our chairs spinning, our skis sharp, our lots plowed and our slopes stable each and every winter. From the night groomers and the mountain mechanics to the longtime patrollers, it is these dedicated individuals who wake early or work late that make winter what it is for the rest of us. For this hard-working, season-after-season crew, we’ve selected our toughest kits tailored to the strong ethic of grinding it out storm-after-storm to keep our mountain towns open and firing all winter long.
BACKSHOP TOUGHNESS FOR STORM SEASON PROGRAMS
Maybe it’s the aroma of wax or the tireless pursuit of the perfect bevel—or just thinking of the storm totals stacking up at mid-mountain—but spending time in the back shop or tuning shed just draws some of us in. That late night ritual of prepping the sticks when the storm is raging is a routine we take seriously—beer in hand or not. Our rugged trio of cord, flannel and canvas is made to hang in that situation, night after night, season after season.
SOPHISTICATED GORE-TEX WARMTH, ORGANIC FLANNEL AND JEANS
For those who believe winter is no excuse to hibernate, our casual but upstanding selection of high-degree down, hard-wearing denim and technical plaid keeps it loose whether rolling around the back lot or heading out for sushi in the village. Super warm and significantly stormproof, our Colter Down Parka ranges from ski hill to après activity with a character unmatched in most mountain towns. Our companion Miter Flannel delivers that expected supply of casual wingman character with warmth that adapts easily whether commuting to the ski hill or sending it around the fire pit.
For ladies focused on earning their vertical, we put together the perfect midwinter kit for charging skintracks and bootpacks. Targeted toward that elusive balance of warmth, wind protection and breathability, our vertically inclined kit transitions comfortably between approach and descent with alpine-rated styles that adapt whether braving storm days or long spring tours.
It’s a skier’s paradox, but the coldest conditions bring the lightest snow. The last thing any of us wants to do is stop skiing in the best storms, which is why we put together the perfect kit for staying warm and comfortable on the hill, in the lift lines and on the chair during bitter cold days. Starting with our waterproof and lofted Shot 7 Down Parka, this ski-trip collection adds under layer warmth with Power Wool™ foundations and relaxing warm fleece for easing into comfortable condo après.
Not every adventure needs to be broadcasted or posted. For those slower, quieter and more under the radar days—especially in the off-season—our fleece and chambray shirt pairings reflect the subdued yet confident tone of getting after it when no one is watching. Tough and rugged enough for a solo mission under uncertain skies, this adaptable outfit also slides in comfortably without making a scene at the coffee shop or local mercantile after that full recharge outside.
BRIGHTEN UP COLD DAYS WITH COLOR AND STYLE
Whether traversing town, socializing outside with your community or braving cold temps as a ski team spectator or ice rink regular, our combination of luxurious stormproofed down, fashionable textured fleece and tough canvas pants outfits any mountain towner with style matched to long winters and cold temperatures. Designed with both lasting warmth and enviable attitude—this collection is a welcome reminder that the winter landscape just feels brighter with a creative infusion of texture, color and individual style.
The Tetons have long been a proving ground for visionary skiers and riders. In Jackson, our local heroes sparked change by the style they forged and the lines they left behind. The rugged terrain and bold vertical that inspired them drew all of us—including our founder—to these legendary mountains, famous for powerful storms, aesthetic lines and wild ski culture. This hometown heritage is why, at Stio, we’re committed to bringing you the best in mountain performance.