Growing up, my brother and I always had a passion for the outdoors. Hunting, fishing, traveling to outdoor industry trade shows with our teacher-turned-entrepreneur-father. We were raised with an appreciation for wild game, unfamiliar territory, and high-quality gear.

But the coolers available at the time just weren’t up to our outdoor adventures – the handles would break, the latches would snap off, and the lids would cave in. Not only was it a hassle to replace our coolers after each season, but also these cheaply built, ordinary ice chests were limiting our good times. And that frustration led us to a solution.

In 2006, we founded YETI Coolers with a simple mission: build the cooler we’d use every day if it existed. One that was built for the serious outdoor enthusiast. One that could take the abuse we knew we’d put it through out in the field and on the water. One that simply wouldn’t break. We decided early on that product innovation would come from necessity and firsthand experience – not from market research and data analysis. Today, YETI products perform when it matters most - whether that be an excursion into the remote Alaskan wilderness, chasing redfish on the Gulf coast, or just getting together with friends in the backyard.