YETI was born from a marketplace void. Brothers Roy and Ryan Seiders, lifelong outdoorsmen, were frustrated with the performance of existing coolers: short ice-retention windows and under-spec construction led to critical failures and spoiled game. In 1996, they set out to build coolers that met their own requirements for life in the wild. Today, YETI represents the industry standard.

The Surfer’s Journal finds Yeti’s commitment to top-tier quality a fitting—and familiar—pursuit.