Established in 2006 by Ryan and Roy Seiders, YETI is an American outdoor manufacturer company. Based in Austin, Texas, USA, the brand specializes in outdoor accessories such as ice chests, vacuum-insulated stainless-steel drinkware, soft coolers, and related accessories. Growing up, the Seiders brothers always had a passion for the outdoors. Hunting, fishing, traveling to outdoor industry trade shows with their dad. Ryan and Roy Seiders were raised with an appreciation for wild game, unfamiliar territory, and high-quality gear. Due to the fact the coolers available at the time just weren’t up to their outdoor adventures, the brothers’ frustration led them to a solution so in 2006, they founded YETI Coolers with a simple mission: build the cooler they would use every day if it existed. One that was built for the serious outdoor enthusiast, one that could take the abuse they knew they’d put it through out in the field and on the water, one that simply wouldn’t break. YETI decided early on that product innovation would come from necessity and firsthand experience, not from market research and data analysis. Today, YETI products hold their own 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.