Stio – D2C Ranking & Growth Metrics
Technical outdoor apparel and gear for mountain sports, made in Jackson, Wyoming
Last updated · August 2026 edition · method v1.3
Stio ranks #101 of 312 D2C brands in the August 2026 edition and #30 of 63 in Apparel, up 4 places on last month. We estimate Stio's revenue is flat year on year (high confidence). Branded search is steady over the past year, with a seasonal peak in November and December. Among apparel brands selling outdoor apparel, its closest competitor is Picture Organic Clothing (#146).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Stio is today: #101 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is Stio's revenue growing?
We estimate Stio's revenue is flat year on year (high confidence). Branded search is steady and site traffic is steady year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Stio growing?
Stio's Momentum score is 48.4, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Site traffic is steady over the same 12 months. Since September 2025 it has moved from #102 to #101 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Stio
Stio designs technical outdoor apparel and gear for men, women and children, covering activities such as skiing and snowboarding, hiking, biking, running, climbing and camping. The range includes jackets, insulation, fleece, baselayers, shirts, pants and accessories, along with bags, packs, footwear and drinkware. Products are sold direct to consumer through its website, at its own Mountain Studio stores, and through authorised retailers, with a resale programme for used gear and a trade-in option.
The company is based in Jackson, Wyoming, in the Teton Range, where it states its products are designed and tested. Stio describes itself as founded by mountain athletes and positions its clothing for people engaged in outdoor pursuits, from skiing to river floats. Its branding centres on a whitebark pinecone logo, symbolising durability and connection to mountain landscapes, and it offers a guarantee against manufacturing defects for original owners.
Stio branded search volume
How often people search for Stio by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is steady. Demand is seasonal, peaking in November and December and lowest in June.
Stio's audience, products and channels
Social audience
- Instagram stio 142,028
- TikTok stio_mountain 2,710
- YouTube StioMountain 2,010
Followers as shown on each platform, end of August 2026.
Products
- Products in store464
- New in the last 90 days42
- Typical priceUS$129
- Price rangeUS$2 – US$1,000
From Stio's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US, Australia and Canada.
Ecommerce stack
- Email & SMSKlaviyo
- ReviewsYotpo
- SearchAlgolia
- Cross-borderGlobal-e
- PaymentsKlarna, Afterpay, Shop Pay
- TrackingGoogle Tag Manager
- AnalyticsTriple Whale, Hotjar
Tools detected on stio.com; detection covers common apps and may miss some.
Stio competitors
The apparel brands closest to Stio: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
French outdoor apparel for skiing, surfing, hiking and trail running.
Outdoor-inspired apparel, bags and hats born from Seattle fishing culture
British-made waterproof jackets, fleeces and footwear for hiking and mountaineering
Cycling and outdoor apparel for skiing, running and everyday wear
Swedish outdoor apparel and fleece layers for trekking and trail running.
Stio vs Picture Organic Clothing
Stio is the bigger brand (Scale 49.4 against 44.4), while Picture Organic Clothing is growing faster (Momentum 53 against 48). See Picture Organic Clothing's page.
| August 2026 | Stio | Picture Organic Clothing |
|---|---|---|
| Overall rank | #101 | #146 |
| Apparel rank | #30 | #36 |
| Scale (size) | 49.4 | 44.4 |
| Momentum (growth) | 48.4 | 53.0 |
| Branded search | 53 | 34 |
| Site traffic | 42 | 42 |
| Social audience | 54 | 59 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Stio: common questions
What does Stio sell?
Technical outdoor apparel and gear for mountain sports, made in Jackson, Wyoming. Known for: Ski & snowboard apparel, Down insulation (Hometown Down), Jackets and fleece, Bags & packs and Second Turn resale programme.
Where is Stio from?
Stio is based in Jackson, Wyoming, United States.
Where can you buy Stio?
Stio sells through its own online store and selected retailers. Its online store is at stio.com.
When was Stio founded?
Stio was founded in 2011.
Is Stio's revenue growing?
We estimate Stio's revenue is flat year on year (high confidence). Branded search is steady and site traffic is steady year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Stio's competitors?
Stio's closest competitors in the Apparel category are Picture Organic Clothing, KAVU, Berghaus and Maloja.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.