83% matchFlylow
Independent Rocky Mountain ski brand, same core skier
What changes: Narrower ski/snow focus, less lifestyle and fishing range
Brand profile
Stio
Jackson, Wyoming outdoor brand making Gore-Tex shells, insulated jackets and fleece for mountain-town life, sold largely direct-to-consumer.
JacksonOrigin
UnisexFocus
Gorpcore / OutdoorStyle
$$$Price
4 brands like Stio like Flylow, Strafe Ski, Norrona →
What to know about Stio
Mountain-town wear, not alpinism
Gore-Tex ski shells, insulated jackets and fleece are cut for everyday life in a ski town rather than for technical summit use.
Second act from Cloudveil's founder
Stephen "Sully" Sullivan co-founded Cloudveil before launching Stio in Jackson, Wyoming, in 2011, shipping a 16-style first collection in fall 2012.
Direct-to-consumer with Wyoming storefronts
Most sales run through stio.com, backed by Mountain Studio stores in Jackson Hole, Teton Village and Park City rather than wide wholesale distribution.
How Stio fits
Overall fit
true to size
Stio's technical layers are generally reported to fit true to size with a slightly relaxed, athletic mountain-town cut that leaves room for mid-layers.
Tip: Order your normal size; size up only if you plan to layer heavily under shells.
Medium confidence · based on 8 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Hoodies & sweatshirts | true to size | regular to slightly relaxed | Stick with your normal size for a comfortable everyday fit. |
| Jackets | true to size | regular with layering room | Take your usual size; shells are cut to accommodate mid-layers underneath. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
If you like Stio
83% match
80% matchStrafe Ski
Athlete-owned mountain-town outerwear, freeride bias
What changes: Purely ski/backcountry, no everyday or fly-fishing layers
75% matchNorrona
Activity-specific Gore-Tex kits with Nordic restraint
What changes: More alpine-serious and pricier; European fit
73% matchAether Apparel
Cleaner city-to-mountain design language
What changes: Fashion-forward and pricier, less field-tested depth
Stio fit questions
Does Stio run big or small?
Stio fits true to size. Order your normal size; size up only if you plan to layer heavily under shells. Stio's technical layers are generally reported to fit true to size with a slightly relaxed, athletic mountain-town cut that leaves room for mid-layers.
How does Stio fit?
Stio's technical layers are generally reported to fit true to size with a slightly relaxed, athletic mountain-town cut that leaves room for mid-layers. Overall shape: regular to relaxed, mountain-town cut.
How do Stio hoodies & sweatshirts fit?
Stio hoodies & sweatshirts fits true to size. Stick with your normal size for a comfortable everyday fit. Shape: regular to slightly relaxed.
How do Stio jackets fit?
Stio jackets fits true to size. Take your usual size; shells are cut to accommodate mid-layers underneath. Shape: regular with layering room.
Brand facts
Stio designs technical outdoor apparel from Jackson, Wyoming, where founder Stephen "Sully" Sullivan, previously co-founder of Cloudveil, started the brand in 2011 and shipped its first 16-style collection in fall 2012. The range covers Gore-Tex ski shells, insulated jackets, fleece and fly-fishing and trail layers cut for mountain-town wear rather than pure alpinism. Stio sells mainly direct-to-consumer through stio.com alongside Mountain Studio retail stores in Jackson Hole, Teton Village and Park City, and counts consumer investor KarpReilly among its backers. It added leadership and staff hires in 2025.
- Founded
- 2011
- Origin
- Jackson, United States
- Made in
- USA
- Price
- $$$
- Focus
- Unisex
- Facts checked
- August 2026
- Styles
- Gorpcore / Outdoor, Athleisure / Sportswear, Minimalist / Contemporary