I bought my first Yeti cooler over a decade ago. Yeti had yet to become the brand they are today. In other words, I bought it long enough ago to need to explain what it was, why it was different, and why I would spend that much on a cooler. Until then, most of us considered our cheap foam coolers from the Quik Y Mart state-of-the-art. Yeti had thick walls, and a drain plug, and kept items cold for days at a time even when the cooler never left the confines of my baking van or Tacoma. My cooler traveled from New Mexico to all points across this country. From Seattle to Boston, South Texas to The Great Lakes. But to me, Yeti made coolers, that’s all.
Things have changed.
Today, I see Yeti as a media company that also happens to make products. The coolers are still there, and they also acquired Mystery Ranch. (My EDC pack is a Mystery Ranch Ruck 15.) It looks like Yeti is moving up and moving on. My experience tells me that success comes in many forms. Some companies become popular, cut to the minimum, get the balance sheet right, and look for an exit. Others choose to let things percolate a bit more, and this feels like what Yeti is doing. One could argue that Yeti Films is responsible for their success, and I’m certain that is partially true, but they didn’t have to commit to these films. The outdoor industry, a 463 billion dollar beast, is littered with brands far larger than Yeti, but most come nowhere close regarding visual identity.
Yeti makes great films.
I want to point out one in particular, but must provide background. I fish, paddle, hike, cycle, ride motos, run, shoot a bow, and have been known to hunt various creatures. I love heat and humidity. I don’t shower after leaving the ocean and am outright giddy when unzipping my sleeping bag. I love nature, nature writing, literature, and South Florida, and my father, mother, and grandfather all spent copious time on the water. Tarpon, bonefish, permit, snook, and many more. Yeti’s “All That is Sacred” hits home.(Description below in bold.) The artist Munson Hunt turned me on to Jim Harrison, and Tom McGuane is a familiar name to anyone who wakes up at night wondering about ways to fish full-time. His writing status is legendary. My brother turned me on to Jimmy Buffett, and my wife had a Brautigan book when I first met her.
In the late 60’s a group of poets, writers and musicians descended upon the southernmost point of the continental United States to pursue their love of literature and fishing. Initiated by Tom McGuane – the prodigal son of American Literature in the 1970’s – his friends Jim Harrison, Richard Brautigan, Russell Chatham and Jimmy Buffett soon joined him. This crew and that era were captured on film by Guy De La Valdene and Christian Odasso in an obscure documentary called “Tarpon” in 1974. They went on to create some of the best art, poetry, novels, and music of their generation – but there will never be anything like Key West in the early 70’s. If you were lucky to survive it.
In Memory Of Jimmy Buffett and Guy De La Valdene Jim Harrison, Richard Brautigan, Russell Chatham, Christian Odasso, Johnny McGuane and Nelson Walker and PENNY, BREEZIE & JUDY
For inquiring minds, the first Yeti film to get my attention was “Denali’s Raven.” I’ve since sent this film to countless men and women who all respond, “What am I doing with my life?” And that’s the point I want to leave you with. Adventure. Like this classic scene from Never Cry Wolf. Yeti films make you want to act. That’s the purpose of good creative work including literature, music, art, photography, or hook-kicking your best friend in the head. I don’t look at these films with excitement. That might sound odd, but I don’t. I look with trepidation because I know how I will FEEL. RESTLESS
You know me. I might have experience. I might have training. I might have a valuable history. I can sometimes make a photograph, but my filmmaking skills wouldn’t get me a job making driver’s education films. But I know what it takes to make a good film, so seeing Yeti take the time, money, and energy to continue to produce like this makes me happy. My wife just came in and interrupted me, something she specializes in, which is one reason I love her so much. Her enthusiasm is commendable. “Can we go to Maine for six weeks?” she asked. My first thought was of being parked in front of the Cape Porpoise library so I could use their internet. (Thank you, Mary!) I was giving van tours to random strangers who walked by. (The van, bikes, rods, motorcycle, folding canoe, and cameras, are a magnet.) My Yeti cooler was in the back, filled with beer. Suddenly, I was giving van tours, handing out beers, and getting to know a gaggle of local Mainers. At the time, the cooler wasn’t what was on my mind, it was just another thing I used without much thought. But it added to the adventure of the moment, and that counts.
Comments 18
That tarpon film takes me back. My best friend growing up had an older sister, who married well. She and her husband travelled in some pretty lofty circles and knew McGuane, Harrison, Chatham, Buffett, et. al. She bought us everything that Harrison ever wrote (including his poetry, which doesn’t get enough attention) and simply said “read these books”. Having been to Key West more than once, and having followed the songline of these creative masters, I’ll be forever grateful to her for her generosity.
I’m also mourning the demise of Mystery Ranch. Dana Gleason was a deity in the outdoor gear design world, and I’ll miss his contrarian view. My Dana Designs Bomb Pack is the best pack I’ve ever owned…
Author
Wow. You lucked out. What a gift. I am SO fortunate both my parents were outdoor people. Hunt, fish, hike, etc. Mystery will still be around, so I don’t think it’s going away. Yeti will tweak i’m sure. Dana Design was the pack I always wanted, but when I was buying I couldn’t afford!
Thank you for this. Wonderful little film. Now time to retire and head south!
Author
Retire….can you imagine.
Danielsan, Yeti presents “120 Days” is another short film (7.25 min / YouTube) about Tarpon and those who live and breathe to fish for them. I’ve had the addiction for over twenty-five years now…At best, you learn how to manage it. knowing, there is no cure.
Author
Someone at the parent company is about to leave on a tarpon trip..
Thank you for posting this massively lyrical film. It’s such a delight to see these great writers as young men, and to hear McGuane reminisce. The tarpon and water footage is beautiful, and yeah, it makes me restless as hell. Very inspiring work.
Author
Makes me want to GO MAKE THINGS!
Thanks so much for introducing me to this wonderful film. When I was an undergraduate at SUNY Stonybrook in 1967, Jim Harrison was a grad student/instuctor. I didn’t have any classes with him but we used to hang at the same bars and he would come to parties at the house my friends and I rented off campus. He was a character and a half, the likes of which are rare these days (I would number you among the few). He was a poet at the time, among the Michigan poets that populated the campus at that time. They included JD Reed, who would later write a novel about DB Cooper that was made into a movie. At the time he was writing poems that included Chuck Berry Lyrics and all the terms for vomiting (not in the same poem). It was only later that Harrison began writing his great novels. Fun times.
Author
Man, what a time you had. I’m totally jealous.
I wanted to like Yeti coolers. I know their solid ones are the real deal, but I tried two of their soft-sided ones, and they just didn’t work for me. Not a complaint against the company, just personal preference. I have a steel tumbler of theirs that I think will easily survive the next catastrophic asteroid hit.
I’ll check out the films!
Author
I have two steel tumblers and a hard cooler which works great. I think their waterproof packs are good, but have yet to try anything soft sided.
The Yeti story reminds me of arcteryx though I think Yeti is much bigger now in channel sales ie as big in the naturalist outdoor crowd as they are in the hunting/big game/fishing/ tactical crowd. Huge market. I think they’re willing to risk the backpacker/baja beach bum crowd now as those other channels are so lucrative. Yeti stickers are festooned on all the pavement princess pick-up trucks around here as if to say “I’ve been outside, once”.
arcteryx started as a very local brand around Vancouver BC, known mostly for their insanely well made packs… I sold my BORA 80 some years back, and after 20 years of pretty hard use was still as good or better than stuff made now, arcteryx is still in the pack business, but you wouldn’t know it since theo über expensive clothing line is all you see. They’re now in an ownership group that also includes Salomon sports (but no longer Adidas) and luxury sports at high fashion is that game. It’s a great way to look outdoorsy in the fashion crowd.
But if big names want to either make or support great filmmaking I’m there for it. We all all need support, and if this is the way, so be it. I’ve been noticing some great stuff from Patagonia and Huckberry lately, also excellent. You Tube allows log form shorts to happen, and it’s something to feel good about.
I’ve been meaning to point you out this piece for a few weeks now. Sweden always puts me in a Bergman mood, and this does too. Applause to Patagonia for making it happen: https://www.youtube.com/watch?v=nWbESISCdgA
Author
Love that film. And no over the top anything. Just good story. I like Arc, and yes, they were purchased by a huge group several years back. Chinese group no?
There is so little footage in this of Brautigan, and it does little to dispel ideas of him. He will be the crazed hippy outcast forever I guess. But brilliant.
Around the time I saw this I was just introduced to Fred Neil’s “The Dolphins” — from the soundtrack to The Sopranos, always a great music source. You really feel the era in that song.
Author
He did feel like he was more in the shadows.
This is a cool film. I’m not sure how I feel about Yeti overall ( I own 2 knockoffs, 1 of which has an infinitely better latch than the rubber pull tab imo) but I agree that if they’re willing to do whatever it takes to get content like this put together, I can certainly get behind that aspect.
Author
All I know is my Yeti is light years beyond any cooler I had prior. Rubber tabs still going even after a decade outside in New Mexico elements. I leave it on the patio in the sun, snow, hail, etc.