New Brand For Cloudveil Founder

Stio outdoor apparel

Stephen Sullivan, founder and former president of Cloudveil, has officially launched his next venture. With a full line of apparel and accessories, his new outdoor brand Stio is focused on adding some mountain style to your everyday activities.

Sullivan, who co-founded Cloudveil in 1997 together with Brian Cousins, saw the company through major growth in revenues while changing ownership numerous times with Jalex, Sport Brands, and Spyder Active all at the helm. He decided to exit Cloudveil in 2010 when the company ownership was to change hands yet again.

For the past couple of years, Sullivan has been consulting on all things outdoor through his own firm Mountain Origins until he was quickly pulled back into operations by the allure of creating a company from scratch. Sullivan gathered fellow outdoor industry vets Maura Marshall, Kelly Hill, and Noah Waterhouse to help launch the new Stio brand.

Just as mainstream fashion is now heavily influenced by outdoor lifestyles, Stio takes classic mountain style and applies it to apparel for everyday living. Using a variety of technical fabrics, the Stio collection of men’s, women’s and children’s apparel will feature over 60 product styles ranging in price from $55-$700. Stio will supplement the apparel collection with a line of bags and other accessories.

Stio plans to sell direct to consumers instead of taking the traditional route of going through retailers. You will be able to order Stio gear either through the website, via catalog, or from the flagship store in Jackson Hole.

Officially launching in September, you can follow the new brand’s progress on the company blog.

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