NoSo Brings the Magic to Gear Repair

NoSo founder Kelli Jones started making her signature garment-rescuing patches in 2015 in an effort to save her brand new Patagonia parka that fell victim to a barbed-wire fence. Jackson Hole’s age-old solution to unfortunate rips is duct tape, but Jones didn’t want to go that route. “Duct tape gums up on the sides and the adhesive has this sticky residue that I despise,” she said. In looking for her own solution — a patch that was stylish and strong — she founded NoSo with the mission to “make repair rad.”

“I was cutting patches on my kitchen counter and selling them in the Jackson Hole Mountain Resort Tram Line,” Kelli remembered of the early days. She didn’t have a background with textiles or manufacturing and turned to the library “help desk” to learn how to bring her idea to the masses. 

While NoSo still has strong local roots, the patches are now sold in over 1,500 stores, and they count The North Face, Burton and Free People among their partners. One particularly big move was getting into REI. “They saw the demand growing, especially from Gen Z who want to personalize their gear and care about responsible companies,” Kelli said.  

That responsibility shows through in NoSo’s devotion to the environment throughout the manufacturing and shipping process. They are constantly striving to be greener including printing their packaging with algae ink and making the patches out of recycled and deadstock fabric. “It’s a lot harder and more expensive to do things responsibly. But it’s non-negotiable for us,” Kelli said when discussing their manufacturing process.

“I’m excited about expanding repair culture even further, showing people that fixing your own gear can be fun, creative and deeply meaningful.”

When it comes to DIY repairs, Kelli has one simple piece of advice, “Don’t wait until a tiny tear becomes a massive one. Patch early and often. Our patches actually reinforce the fabric, so a preemptive flair patch can extend the life of your gear and make it look cooler.”

Kelli often finds it difficult to find work-life balance as a founder. “Skiing, hiking, biking. Those are non-negotiables.” When she gets out of the office, though, Kelli tends to have her best ideas. “We are just so lucky to be at 6,237 feet, the energy in Jackson Hole is quite metaphysical, and I have to be able to tap into it and channel what’s next.”

Through the rapid growth, exciting partnerships and logistical developments, giving clothes a longer life and building her customers’ self-confidence remains the guiding light. One of Kelli’s favorite NoSo repairs was a vintage puffy coat decoupaged entirely in NoSo patches, giving the coat a stained glass effect. “She said it made her feel invincible,” Kelli remembered. “That’s the magic. Repair and flair as self-expression.”