SISU MAGAZINE is a quarterly mag that uncovers the untold stories of the outdoors, brought to you by Jennifer Gurecki and Lauren Bello Okerman, the women behind the ski and snowboard brand Coalition Snow.
It’s not every day that you receive a cease and desist from the Girl Scouts of America. In launching a print magazine, we anticipated bumping up against a handful of challenges. A lawsuit wasn’t one of them. You see, Sisu Magazine’s first name was actually “Scout,” and within weeks of ling the trademark, the Girl Scouts of America sent us a letter demanding that we abandon the name. They said the public would confuse our publication with their Brownie Girl Scout Handbook—obviously. We don’t like to fight with little girls, nor do we have any time to waste, so it was back to the drawing board to find a new name for our magazine.
One anxiety-riddled late night in Colorado, we searched for a new name. As we scrolled through website after website, we came across a word that described the outdoors--sisu, a Finnish term that embodies the spirit of grit, guts, and perseverance. We spent the next hour exploring that rabbit hole, learning about the origins of this word, jaw-dropped and awestruck about how much it encapsulated not only the experience of launching this magazine, but our entire existence in the outdoors.
Why A Magazine?
Call us old school, but we love the smell and feel of print. There's something powerful about spending sacred moments in an analog world. And perhaps more importantly, we recognize that the media is a powerful tool for change. We want more underrepresented voices controlling the messages and images we consume. More stories about the people, places, and things that inspire us each and every day. We don’t want to be just a hashtag, the latest trend, or a marketing campaign that ends next season. We want more.
We're Talking To You
SISU is a magazine for anyone and everyone who shares a love of adventure.
If you’re excited about thought provoking articles, inspirational features, beautiful art, and compelling photography, all infused with the same passion, camaraderie, and grit you’ve come to know and love from Coalition Snow, you’ll love SISU MAGAZINE.