YETI was founded in 2006 by brothers Roy and Ryan Seiders in Austin, Texas. Their Founders are avid outdoorsmen who were frustrated with equipment that could not keep pace with their pursuits. Tired of relying on poorly constructed coolers, they set out to build a more durable, superior-performing product. Utilizing innovative design insights and advanced manufacturing techniques, they developed a nearly indestructible hard cooler with rugged performance features for extreme environments. And since then, YETI has built out multiple outdoor categories from drinkware to submersible bags.