Cloudveil Founder, Soft Shell Pioneer Starts Stio

This thread is for comments on the article "Cloudveil Founder, Soft Shell Pioneer Starts Stio"

Stephen Sullivan, co-founder of Cloudveil and soft shell pioneer, returns to the outdoor apparel scene this fall with Stio, a new technical and lifestyle mountain apparel brand.

Full article at http://www.trailspace.com/articles/2012/07/17/cloudveil-founder-starts-stio.html

Dear Stephen,

Thank you for the softshell.  I still remember the first serendipity so long ago... It was love at first run.  I look forward to seeing what Stio is bringing to the table!

I like it already.  Still own my Cloudveil jacket and its great.  Looking forward to seeing what comes out this fall.  Nice article as well.

Thanks. I'm very interested to see what the new product line looks like as well.

Went to the website and put in an order for the catalogue. Always nice to see new manufacturers, with new ideas and new products.

To make a real impact, you need a line that's different from everybody else - as Gypsy Rose Lee said 'Ya gotta have a gimmick'. I wonder what Stio will be offering to make themselves stand out from the crowd.

peter1955 said:

Went to the website and put in an order for the catalogue. Always nice to see new manufacturers, with new ideas and new products.

To make a real impact, you need a line that's different from everybody else - as Gypsy Rose Lee said 'Ya gotta have a gimmick'. I wonder what Stio will be offering to make themselves stand out from the crowd.

Good question, Peter. From reading a few other articles about Stio's launch, it sounds like Sullivan is aiming to stay away from the super hardcore, aspirational outdoor apparel model, and leaning toward apparel that performs well in the mountains, but also has some style and functions fashionably off the mountain.

Stio has launched for fall/winter 2012.

You can see the initial offerings here: http://www.stio.com/

Looks more stylish than some apparel out there, but it doesn't come cheap. $175 stretch, fleece hoody, anyone? I'll be curious to hear first-hand accounts of users.

Just had a look at the new Stio catalogue. Great graphics, cool logo, good marketing.

Lots of cotton, including jeans ($125) and flannel shirts ($95). Comfy on a nice warm day, but not so good when the weather gets nasty. Curious comments, like offering a hardface shell ($225) as "four times more windproof than a fleece!" (what isn't?). How about "a perfect blend of urban cool and mountain hip"? A cotton flannel jacket ($165) won't keep you warm if it gets wet, but by adding a Pertex liner Stio seems to want to make the jacket less breathable, too. Top of the line jacket ($550) uses schoeller® c-change™ as its waterproof/breathable fabric, which comes with rather 'mixed' reviews.

Very few products offered so far, and little I would think of buying for actual use when hiking, skiing or climbing. And prices on a par with gear like Patagonia or Arc'teryx without the emphasis on functionality.

Cloudveil has a great rep, but Stio seems to have aimed more for the urban wannabe market. Watch for their gear in places like Aspen or Banff. You're unlikely to see it on a mountainside.

Sorry, but so far I'm not impressed.

Please sign in to reply