Stio, a Jackson-based mountain lifestyle apparel brand, last week opened its new “Mountain Studio” on the town’s main square. The company’s flagship boutique features modern architecture, artistic finishes, and a curation of mountain lifestyle brands to complement the Stio experience. The grand opening celebration will take place October 11-14 and a portion of the proceeds will be donated to the protection of the Whitebark Pine.

The “Mountain Studio” retail environment is the last component in the launch phase for the brand, serving both Jackson locals and visitors alike to form a key component in collecting consumer feedback for future product development efforts.

“Our new store surpassed my expectations and is truly a reflection of the Stio brand. It closely mirrors our modern and fashion-forward technical outdoor and lifestyle apparel, from the intimate size of the space to the rustic contemporary materials,” said Steve Sullivan, founder of Stio. “The opening of the store is the final piece in our launch puzzle, and the presence of a physical storefront will really allow us to engage with our consumer on an entirely different level, which will in turn better serve our audience.”

The space has a unique upscale boutique feel with distinctive hardwood flooring and locally built furniture and fixtures, all set against modern black and white accents. Sullivan partnered with local architect Nona Yehia and E/Ye Design to concept the look and feel of the store, particularly a distinctive highly detailed back wall that serves as the shop’s design centerpiece. Experienced local Jackson contractor Two Ocean Builders completed the build.

Complementary third party brands such as New Zealand’s Museli bags, Raleigh Denim, and Kaenon sunglasses help complete the curated mountain experience.

Image courtesy Stio

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