At Stio, weβve always been inspired by our environment. We started our brand here, in the Tetons, because we craved a daily connection to nature and the uplift it brought to our lives. We needed to see mountains, access trailheads and hear spring creeks daily to feed our souls and keep us grounded. The whitebark pinecone became our logo because it stands for two principles we believe in β naturally inspired design and a strong conservation ethic. This one species reflected our values, resonated with meaning from within our own backyard and became a true north for how we built our brand.
As a keystone species of the Northern Rockies, the whitebark pine is not just a longtime local. For us, itβs more than just a symbol or a cause β but an expression of thinking in terms of greater ecosystems, a mindset that is emblematic of how we strive to design our gear and build our community. Nature still fuels our efforts to seek function, to think creatively and to emulate its vibrant style. It guides our practices toward greater responsibility and sustainability β to give back to what gives to us. This season we underscore that connection with a focus on the small inspirations, but big influence, of our collective and creative Natural Perspectives at Stio.
Follow along to see the four part series.
© 2026 Stio
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