In 2006 YETI Coolers was founded with a simple mission: build the cooler we'd use every day if it existed. One that was built for the serious outdoor enthusiast rather than for the mass discount retailers. One that could take the abuse we knew we'd put it through out in the field and on the water. One that simply wouldn't break. We decided early on that product innovation would come from necessity and firsthand experience - not from market research and data analysis. And we'd never sacrifice quality for a few extra bucks. Because having your cooler's lid cave-in when using it as a casting platform should never be part of anyone's fishing trip.