Steve Sullivan knows what it takes to build an outdoor clothing brand from the ground up — he's done it twice. After selling his first company, Cloudveil, Sullivan applied everything he learned to launch Stio in 2011, a Jackson-based mountain lifestyle brand built on a direct-to-consumer model. It’s a bet against the crowded, wholesale-driven outdoor apparel industry that has paid off. In this conversation, Sullivan unpacks the white space he saw in the market, why authenticity as a homegrown Jackson company remains core to Stio's identity and how a distributed workforce has fueled the brand's growth. Sullivan also discusses Stio’s next steps, including international expansion, how the company is putting AI to work and the challenge of navigating tariff policy under the Trump administration.
About Mountain Moguls:
Angel investor, former public company CEO and Jackson resident Alex Alimanestianu introduces “Mountain Moguls,” a new KHOL interview radio show and podcast exploring the history, strategy and personality behind homegrown businesses in the Tetons. Alimanestianu spotlights local entrepreneurs, founders and business owners, offering an unvarnished, inside view of the distinct challenges they face and the opportunities they pursue in this unique mountain town. The first five episodes feature deep-dive conversations with the leaders of Stio, Persephone, The Darwin Ranch, Prugh Real Estate and NoSo Patches.
Locally produced stories Tune in to 89.1 KHOL at 9 p.m. on Sundays for more episodes.