Yeti’s Flagship Cooler Comes in Secret Colorways, and It Just Became Easier to Buy Them

How to hack the brand’s most iconic offering.

Published March 19, 2025

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Updated March 20, 2025

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These days, Yeti makes everything from EDC backpacks to cast-iron skillets. But back in 2006, it all started with a cooler.

Two brothers from Austin, Texas, Roy and Ryan Seiders, had the idea to use rotational molding (a technique common in kayak manufacturing) for an outdoor ice chest.

Though the Seiders weren’t the only ones interested in using the process for coolers, they were the first entrepreneurs to successfully reach a general audience that includes hunters, fishermen, soccer moms and everyone in-between.

Two decades later, Yeti is a publicly traded company with a market cap nearing $3 billion.

small blue yeti hard cooler — The Tundra was Yeti’s first hard cooler but it’s not the only one. The Roadie, available in smaller sizes, also features a rotomolded body but features different latches.

The original cooler, original parts

During its ascension, the brand has made iterative updates to the Tundra cooler that kicked this whole shabang off.

The Tundra Haul introduced wheels to Yeti’s most iconic offering, while every season brings new colorways, ranging from vibrant purple to camo, that have turned the humble cooler into a bona fide collector’s item.

However, no update has been quite as personal as Yeti’s new customizer, which will allow digital shoppers to choose their own body and trim color pairings on the Tundra 45 (the lineup’s flagship size).

While the service has previously been available to in-person shoppers at some of Yeti’s brick-and-mortar locations, this is the first time it’s been open to all via Yeti’s website.

For now, the only body options are those the brand considers part of its Core collection, which includes tan, white and Rescue Red.

That said, the trim kits — which span both the rope handles and rubber T-Rex Latches — come in vibrant shades of pink and orange, as well as the more low-key dark green.