Yeti Coolers Are Luxury Goods for Bros
Two months ago, I received a text describing a situation that I could see immediately and with full clarity in my mind’s eye. “All these guys on this bachelor party brought their own Yetis,” my friend David wrote. “We have seven Yetis for ten people.” The party was at a house on Lake Norman, in North Carolina, and although the Yeti-to-bro ratio was later revised down to six Yetis for 12 bros, my vision for what was happening was clear. Sun. Boats. Beers. Just guys being dudes.
A Yeti, for the uninitiated, is a cooler made by the Austin, Texas–based company of the same name. But it’s not just cooler. The brand’s acolytes—and there are many—will take seemingly any opportunity to tell you that Yetis are the best, coldest coolers that money can buy.
