A premium outdoor gear company, founded in 2006 by brothers Roy and Ryan Seiders, famous for creating exceptionally durable, high-performance coolers and later, vacuum-insulated drinkware, bags and accessories, built for serious outdoor enthusiasts by solving common frustrations with existing products and building a strong brand through quality and storytelling. Frustrated by flimsy coolers, the brothers sought to build a cooler that wouldn’t break and would keep ice frozen longer, leading to their first “Tundra” cooler. Durability, performance, quality and a strong connection to outdoor communities and conservation.