Stio™and Backbone – Getting the Band Back Together


September 25, 2013 - Jackson, WY – Stio™, the Jackson Hole, Wyoming based lifestyle apparel brand, has retained Backbone Media to lead its public relations efforts in North America.

 Stio™ founder Stephen Sullivan is no stranger to Backbone’s capacity for media exposure. In 1997 he tapped the firm to help him build his former brand, Cloudveil, and became one of Backbone’s longest tenured clients. In 2011, Sullivan launched direct-to-consumer brand Stio™, and has again turned to Backbone to help him promote his new venture.

 “Backbone was fundamental to our previous success, so it was only natural that we looked to them to help take Stio™ to the next level,” states Sullivan. “A lot has changed in the marketplace, but the essence of building a brand remains the same and we wanted to have the best possible partner on our side to lead our PR efforts. I’m confident Backbone will help Stio™ achieve new heights in the coming years.”

 Now in their second year, Stio™ has already experienced noteworthy growth. To meet increasing demand, the brand has recently doubled its production delivery cycles to eight times per year. The Fall 2013 collection features new technical offerings like the waterproof/breathable Environ Ski Jacket and the Hometown Down Jacket featuring DownTek’s™ water repellent down, as well as several new lifestyle pieces like schoeller® dynamic soft shell blazers and beautiful, wool jackets constructed of Pontetorto’s TechnoWool™.

 “We couldn’t be more excited to be working with Steve Sullivan and the entire Stio™ team”, says Penn Newhard, founder and partner at Backbone Media. “We have a great history with Sulli and with Stio’s outstanding product range, it is sure to be another success story. Stio’s desire to continue to innovate is as evident as is its unique place in the marketplace. ”

About Stio™

Based in Jackson Hole, Wyoming, Stio™ was founded to inspire connection with the outdoors through beautiful, functional products infused with mountain soul. Stio™ is apparel you can live in, in both the epic and everyday moments of outdoor life. To find out more about Stio™, please visit: