Our rebranding story can be likened to a textile woven from tradition and innovation.
By interlacing the warp and weft with intention, these threads form a tapestry called TETON BROS.—a reflection of our ongoing pursuit of quality and excellence.
Our new logo expresses our never-ending commitment to testing, refining, and improving.
The infinite loop symbolizes the cycles of nature and the passing of the seasons—sources from which we draw inspiration.
By bringing these insights into our product development, we create versatile and durable gear that adapts to any environment or condition.
The varying curves and arcs represent the lines carved through snow and waves.
The mountains and the ocean are our canvas, where we leave traces of our creativity across untouched white slopes and shifting swells.
The new logo is a collection of loops formed from creativity, craftsmanship, and the rhythms of nature.
Each element—thread, loop, and line—echoes who we are and what we aspire to achieve.
Rooted in Japanese tradition, yet always moving forward in pursuit of the future of performance apparel—this is TETON BROS.
FOUR CONCEPTS
Key Elements of Our Brand
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TEXTILE WEAVING
We draw inspiration from our material partners—those who create the fabrics that accompany us into new challenges in the mountains. Threads of tradition and innovation are woven together, where craftsmanship brings the past, present, and future into a single continuum.
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LINES
The lines we carve—on snow, on waves, in nature—ignite our imagination. They are a source of endless joy and creative expression.
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ENDLESS
A loop is a beautiful shape—symbolizing infinity. Our testing cycle is the same: never ending. Each season, we take new materials and prototypes into the field. The changing seasons inspire us; we adapt and evolve with the weather and the wind, always seeking the next adventure.
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BRUSH
Fifteen years of tradition have brought us to where we are today. We look to our own history, and to the culture that shaped us, for inspiration. The artistry at the heart of Japanese calligraphy and seal engraving continues to influence and elevate our creativity.
