Growing up, brothers Roy and Ryan Seiders had a passion for the outdoors. They were raised with an appreciation for wild game, unfamiliar territory, and high-quality gear. But they couldn't find gear that was up to their outdoor adventures—handles would break, latches would snap off, and the lids would cave in. So, in 2006, they founded YETI® Coolers with a simple mission: build the cooler we'd use every day. One that was built for the serious outdoor enthusiast.