Itâs now peak Yeti time, because football tailgating season is in high gear. But every day is peak Yeti time, because as Matt Reintjes, the companyâs chief executive, said, the coolers are âpursuit agnostic.â Anywhere people are gathered together and stuff needs to stay cold, he argues (a golf outing with your buddies, a bachelorette weekend, a beer bash in the woods, the parking lot outside a Springsteen concert), is an occasion to bring your Yeti.
âWe talk about being âbuilt for the wild,â but we donât want to define what the wild means,â Mr. Reintjes said.
Itâs this wide-ranging usefulness that has made Yeti coolers perhaps the only product ever endorsed in the pages of both Cosmopolitan and Petersenâs Bowhunting, which told its readers that a Yeti is key when you have âa pack overflowing with fresh elk meat.â
The fact that some Yetis are nearly the cost of a designer suit or Chanel flats has improbably elevated the humble cooler to a luxury status accessory. Onward Reserve, a preppy menâs store, sells Yeti coolers alongside Smathers & Branson needlepoint belts and Barbour jackets in its Washington, D.C., location. And stylish young women have taken to monogramming and customizing with stickers their Yeti Rambler Lowball tumblers, which cost around $20 for the 10-ounce cup and come in a variety of colors including seafoam.
Carter Coyle, a 29-year-old investigative reporter for WCSC in Charleston, S.C., thought Yeti coolers were âcompletely ridiculousâ when she first heard about them âbecause theyâre so expensive,â she said. But after her fiancÃ© got her a tumbler for…