Brand Voice
It was a turbulent year, but one that brought massive waves of new converts to the outdoors and caused many to strengthen their connection to nature. As the busy summer turned to what projected to be a very different ski season, we worked to capture that unsettled atmosphere with a tone of hope and light—utilizing the device of our mountains as a constant in a storm. Through three catalog 2/3 spread intros Voicebox captured the right tone for the collective Stio thinking. We spoke to the Stio community in a voice we developed, shaped and sharpened, drawing on the power of what we all value when it matters most.
For decades the Tetons have been a proving ground for skiers and riders. From the first descent of the Grand and the very first tram to the sidecountry revolution, our range has been home to visionaries at the forefront. In Jackson, our local heroes sparked change in the sport by the style they forged and the lines they left behind. The rugged terrain and bold vertical that inspired them is what 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 skiers at heart. On deep days you will find us in the mountains, not only putting our own gear to the test, but also witnessing evolution at every turn. So it was only natural for us to take up the challenge of building a pinnacle big mountain collection by harnessing the technical performance of the best GORE-TEX fabrics. What we have created is a tight line not only equipped to thrive in the extreme environment of the Tetons, but one that also honors our roots by executing a vision with bold style. The result is freethinking big mountain gear to inspire your own big days and dreamy lines.
As the holidays approach and 2020 comes to a close, we can say with certainty that this year has been like no other. Yet while things change wildly around us, the mountains stay constant. They are our stability and our solace. Despite all the challenges in this storm, snow will fall and ski season will hit, just like it always does. The lifts will spin and we will make turns, just like we always do.In this whiteout, time among the peaks keeps community strong. It’s what we do and who we are, and it keeps us together, even when we’re apart. The truth is that right now, we need the mountains more than ever. So as winter picks up steam and the holidays hit, make time to pay those old friends a visit.
It’s been a wild year on every front. But predictably, winter hit and the mountains stayed the mountains. We found our space, and our constant, in the figurative storm. In our towns, we’re deep in the heart of a very different ski season—but still tracking storms and stacking powder days —but we’re also looking forward with hope and charge as a new vision unfolds before all of us.
Whether it’s ticking a big seasonal objective as the days get longer, plotting our camping or biking escapes to red rock country or completely re-orienting the role and the importance that mountains and nature play in our lives—the time is now to start thinking, skinning and climbing forward. We’re all feeling it, with anticipation like starting down a chute or up at the crux pitch. The route is taking shape and form. The future is on the horizon and the time for new lines is now.