So iLL Outdoor
At the Intersection of Fashion, Art and Climbing.
Founded by brothers Daniel and Dave Chancellor, the So iLL journey started at high school over 14 years ago whilst sitting on a porch of their college residence. The brothers had always felt an affinity for climbing and art and spent evenings practicing on their basement holds at home or creating, and it was at this time a wave for indoor climbing began to emerge.
As a fairly new sport, the brothers noticed the holds, bags and shoes were all the same. Seeing the opportunity, Daniel and David were inspired to differentiate by bringing their love of fashion and art to the indoors climbing community of Southern Illinois (hence So iLL).
Endlessly creating, the brothers fell in love with their new vocation and spent their entire high school senior years scraping behind the sofa for cash and visiting the chemist’s office with the aim figure out a process to make and pour climbing moulds.
By the time they reached their first year at college, Daniel and David began building and started selling. With no money, they sold some of their own possessions to market their holds through calling cards. Over the years they worked on positioning and product development.
Today So iLL has expanded into an internationally recognised premium climbing shoe and lifestyle brand, which shares partnerships with leading fashion retailers such as TOMS.
At 2pure we are inspired by self-starters who take an idea, incubate and then drive it whilst keeping a vision alive. Not only are the brothers at So iLL an excellent example of this but So iLL represents a brand that we believe speaks to the creative and free side within each of us.