YETI was founded in 2006 by brothers Roy and Ryan Seiders, born out of their passion for the outdoors and frustration with poorly built coolers. Their first product was the rugged, insulated Tundra hard-shell cooler designed to keep ice for days and withstand harsh conditions. Over time, YETI expanded into drinkware, soft coolers, bags, apparel, and other durable gear. Their motto — “if it doesn’t work, fix it; if it doesn’t exist, build it” — reflects their commitment to high-quality, purpose-built products. YETI positions itself as a brand for people who demand reliable equipment in tough environments. Today, it has grown into a globally recognized outdoor lifestyle company known for performance and durability.
