Stio vs. Patagonia: Which brand should you buy? [2026]

Stio is a direct-to-consumer brand born out of Jackson Hole, Wyoming, known for its premium outdoor apparel that blends modern, technical style with mountain-town aesthetics. In contrast, Patagonia is a global icon in the outdoor industry, built on a foundation of rugged durability, environmental activism, and a classic, time-tested look. The primary difference is Stio's focus on a sleek, trail-to-town design versus Patagonia's unwavering commitment to environmental causes and its legacy of repairable, utilitarian gear.

Let's break down everything you need to know to choose the right outdoor brand for your adventures.

Stio: The Mountain-Town Original

Founded in 2013, Stio embodies the spirit of its Jackson Hole, Wyoming home, creating versatile outdoor apparel that performs during demanding activities but feels equally appropriate for daily life. The brand targets active individuals who want high-performance gear without sacrificing a clean, modern style. Their gear is designed for skiing, hiking, and everyday adventures in variable mountain weather.

• Product mix: A focused collection including insulated jackets, fleece mid-layers, base layers, softshells, and durable hiking pants. They shine in apparel for cold-weather activities like skiing and hiking.
• Price point: Premium, reflecting their high-quality construction. Expect to pay around $80 for a base layer, $250 for a softshell, and over $300 for technical insulated jackets.
• Quality: Uses high-performance materials from trusted names like Gore-Tex and Polartec. Garments are built for durability and weather resistance in harsh conditions.
• Style & Aesthetic: Features a clean, minimalist design with earthy and muted color palettes. The look is polished and less "outdoorsy" than many competitors, allowing it to transition seamlessly from trail to town.
• Sizing/Fit: Tends to run true-to-size with a tailored, athletic fit designed for movement. Garments are often more form-fitting than Patagonia's equivalent styles.
• Sustainability: Stio is committed to responsible sourcing, using recycled materials and pushing for sustainability in its manufacturing and packaging, though it is not the central tenet of their brand identity.

Stio is an excellent choice for those wanting functional, stylish gear with a modern fit that feels perfectly at home in a mountain town environment.

Shop Stio: stio.com

Patagonia: The Leader in Sustainability & Activism

Established in 1973, Patagonia is more than an apparel company, it is a global movement with a mission to use business to address the environmental crisis. Renowned for its activist campaigns and pioneering use of sustainable materials, the brand appeals to eco-conscious consumers who need bomber-proof gear for every adventure imaginable, from climbing to surfing.

• Product mix: An extensive range covering everything from technical alpine shells to swimwear, fly fishing gear, casual wear, and backpacks. Their product line is significantly broader than Stio's.
• Price point: Also a premium brand, with prices often slightly higher than Stio for comparable technical pieces. T-shirts start around $50, while top-tier expedition gear can exceed $500.
• Quality: Legendary durability backed by the famous Ironclad Guarantee. They pioneered the use of recycled polyester, organic cotton, and hemp, and their focus on repairability ensures products last for decades.
• Style & Aesthetic: Utility-focused, rugged, and classic. The look is timeless and often features the iconic P-6 logo. Their designs have a distinct outdoorsy, sometimes vintage-inspired feel.
• Sizing/Fit: Generally offers a more relaxed, regular fit, though some technical pieces are slim-fitting. Sizing is consistent, but it's common for their pieces to offer more room than Stio's.
• Return policy: The Ironclad Guarantee allows customers to return or repair items that fail to perform, underscoring their commitment to creating long-lasting products.

Patagonia remains the gold standard for those who prioritize sustainability and legendary durability in their outdoor apparel.

Shop Patagonia: patagonia.com

Stio vs. Patagonia Comparison

Price Comparison

Both Stio and Patagonia operate in the premium outdoor apparel market, and you should expect to make a significant investment in either brand's gear. Generally, their prices are comparable on many items like fleece and base layers. However, Patagonia's high-end technical gear, like expedition-grade parkas, can reach higher price points than Stio's most expensive items.

Stio tends to be sold primarily direct-to-consumer, which can sometimes result in better value for the materials used. Both brands hold seasonal sales, but Patagonia's gear commands a higher resale value on used marketplaces due to its brand recognition and repair programs.

Quality & Materials

Both brands deliver exceptional quality, so the difference lies in their approach. Stio often uses well-known, high-performance fabrics like Gore-Tex and Polartec, emphasizing proven, weather-resistant materials for its mountain-focused apparel. Their construction is robust, designed to last through many seasons of hard use.

Patagonia, on the other hand, is a trailblazer in developing and using its own sustainable materials. They were one of the first brands to use recycled polyester fleece and have continued to innovate with materials like recycled down, organic cotton, and hemp. The legendary Ironclad Guarantee and well-established repair program give Patagonia an edge in long-term product life and customer confidence.

Style & Aesthetic

Style is one of the biggest differentiators. Stio champions a clean, modern aesthetic with a more subtle color palette. Its designs are tailored and sophisticated, easily transitioning from a hike to a brewery without looking out of place. The branding is typically minimal.

Patagonia has a classic, rugged, utilitarian vibe that is instantly recognizable. Their pieces feel more rooted in classic outdoor heritage, and they aren't afraid to use bold colors. The iconic logo is a statement in itself, signaling durability and an environmental ethos.

Fit & Sizing

Gear fit can directly impact performance, and here the brands differ noticeably. Stio's apparel generally features a more athletic, tailored fit. It's often cut closer to the body to facilitate movement and layering, which is ideal for active pursuits like skiing. If you prefer a trimmer silhouette, Stio is likely the better choice.

Patagonia typically designs its clothing with a more relaxed, regular fit, though it offers slim-fit options as well. This "classic" fit allows for easy layering and offers a bit more room, which some find more comfortable for casual wear. Always consult the specific sizing chart for the garment you're interested in.

Sustainability & Ethics

While Stio incorporates sustainable practices like using recycled materials, Patagonia is in a league of its own. Environmentalism is the core of Patagonia’s mission. The company is Fair Trade Certified, a B Corp, donates 1% of its sales to environmental causes, and actively engages in political and environmental activism. They encourage customers to buy less and repair more, setting the industry benchmark for corporate responsibility.

Stio is a responsible brand making positive strides, but Patagonia's activism and deep-rooted commitment to sustainability are central to its identity. For shoppers who make decisions based on environmental impact, Patagonia is the definitive leader.

Which One Should You Choose?

The right choice really depends on what you value most in outdoor apparel. Both brands are excellent, but they serve different priorities.

Choose Stio if:

• You prefer a modern, clean, and stylish aesthetic that works both on and off the mountain.
• A tailored, athletic fit is important to you for performance and style.
• You want high-performance gear primarily for mountain sports like skiing and hiking.
• You appreciate a brand with authentic, mountain-town roots that feels fresh and new.

Choose Patagonia if:

• Sustainability, ethical manufacturing, and environmental activism are primary factors in your purchasing decisions.
• You prioritize legendary durability and value having a repair program to extend the life of your gear.
• You prefer a classic, rugged outdoor style with a more relaxed fit.
• You need gear for a wide variety of activities, from climbing and surfing to everyday wear.

Frequently Asked Questions

Is Stio or Patagonia more expensive?

Both brands are priced in the premium tier. While prices are often comparable, Patagonia's most technical, expedition-level jackets and gear can be more expensive than Stio's highest-priced items. Stio often feels like a good value due to its direct-to-consumer model.

Which brand has better quality?

Both brands offer exceptional quality and durability. Patagonia has a slight edge due to its legendary Ironclad Guarantee and long-standing focus on repairability, promising a product that can truly last a lifetime or be easily repaired or replaced.

Does Stio gear run small?

Stio's clothing typically fits true to size but features a more athletic, tailored cut. It is designed to be less boxy than some traditional outdoor apparel. If you are between sizes or prefer a looser fit, you might consider sizing up.

Is Patagonia true to size?

Yes, Patagonia is generally true to size. However, their fit is often described as "regular" or "relaxed" compared to other brands. Many of their classic pieces, like the iconic Synchilla fleece, are intentionally roomy for comfort and layering.

Where is Stio based?

Stio was founded and is currently based in Jackson Hole, Wyoming. This mountain environment heavily influences their product design and testing.

Both are sustainable, so what’s the difference?

Stio is committed to sustainability and uses recycled and eco-friendly materials. However, Patagonia’s entire business model is built around environmental activism. They founded 1% for the Planet, are a certified B Corp, and actively campaign for environmental protection. Patagonia's commitment is deeper and more integral to their brand identity.

Which brand is better for skiing and cold weather?

Both brands make outstanding ski and cold-weather gear. Stio's focus on alpine environments gives their ski collection a performance edge with a modern aesthetic. Patagonia also has a deep and proven lineup of ski apparel favored by many mountain professionals.

Can I find Stio in retail stores?

Stio is primarily a direct-to-consumer brand sold through their website. They also have their own "Mountain Studio" retail locations in a few mountain towns but are not widely available in third-party retail stores like Patagonia is.