Jackson has long attracted avid recreational athletes, and thus has long been a breeding ground for manufacturers catering to this niche, including Mountain Khakis and most notably Cloudveil.

FORBES: Jackson Hole's New Outdoor Apparel Company Dresses You For Skiing, Mountain, And Urban Lifestyle

To a lot of the people I know in the ski industry and in the big mountain towns, the mass marketing of Cloudveil cost the brand cache, and Sullivan apparently feels the same way.

FORBES: Jackson Hole's New Outdoor Apparel Company Dresses You For Skiing, Mountain, And Urban Lifestyle