When Roy and Ryan Seiders introduced their groundbreaking YETI coolers in 2006, the innovation the two brothers pursued came from necessity and firsthand experience rather than from market research and data analysis. What started with a simple mission – build the cooler you’d use every day if it existed, one that simply wouldn’t break – has turned into one of the most highly sought-after outdoor brand on the planet.
YETI created an entirely new market category — high-end, high-function, damn-near-indestructible coolers, made for, and by, passionate outdoorsmen. Inspired by their father’s “you need something, you build it” philosophy the two Texans went on to expand their lineup of outdoor essentials.
And not unlike Pops, who started Flex Coat, a widely used coating for fishing rods, YETI delivered just the tools the outdoor world was looking for.
In 2006, YETI Coolers was founded with a simple mission: create the cooler you’d want to use yourself. We started by building the toughest coolers imaginable. And now, we’re doing the same for bags, drinkware and accessories.
Roy and Ryan Seiders, YETI founders
From Daniel Norris, the Major League Baseball pitcher who blew up in mainstream media after a VICE video chronicled his life in a Volkswagen van, to Tootsie Tomanetz, the undisputed queen of Texas BBQ and star of Netflix’ Chef’s Table, and a virtual who-is-who of the outdoor community, Yeti has fan base that is as large as it is dedicated to the brand’s premium quality products.
A wide range of YETI outdoor essentials, including – of course – multiple versions of the iconic Tundra coolers, selected drinkware and other accessories, is now available at BSTN. Gear up now for your next adventure or your upcoming family BBQ!
