An Insider’s Guide to the American West, From Kemo Sabe CEO, Wendy Kunkle

Few shopping experiences have the energy of Kemo Sabe. Buying your first custom hat here is a bit like shopping for a wedding dress: every guest is paired with a dedicated “wrangler,” offered a drink (whisky, Champagne or a soft beverage) and guided through a highly personalized experience that can unfold over the course of hours as hats are shaped, branded and customized with accessories. The boutiques are always buzzing, with groups gathered around the hat bar, drinks in hand and customers cheering each other on through the process. Kemo Sabe is a destination in its own right.

This approach to hospitality has defined Kemo Sabe ever since Tom and Nancy Yoder opened the first store in Snowmass Village in 1990. They quickly realized they were building something much bigger than a retail store—it was a place where guests could experience the spirit of the American West, guided by one enduring philosophy: “Make the Customer Feel Important.” Over the past three decades, Kemo Sabe has grown into one of the defining brands of the region, known for its handcrafted hats, boots and unmistakable Western spirit.

After spending more than 20 years with the company, CEO Wendy Kunkle purchased Kemo Sabe in 2020 alongside her brother Bobby Kunkle and longtime friend Andrew Wilson. A former zoologist turned retailer, Wendy has helped expand the brand well beyond Aspen—with locations now in Vail, Jackson Hole, Park City, Whitefish and Round Top—while still remaining true to the Kemo Sabe values that have defined it from the beginning. As Wendy puts it, “I wanted the opportunity to honor everything Tom and Nancy built while giving ourselves the freedom to evolve, innovate and take Kemo Sabe to the next level.”

We caught up with Wendy to talk about the places that continue to inspire Kemo Sabe, her favorite mountain towns across the American West and why the region continues to capture travelers’ imaginations.

Aspen is an important part of the Kemo Sabe story. What are some of your favorite places there that visitors might not discover on their own?

I’ve learned that the best experiences in the West are often the ones that aren’t heavily advertised. One of my favorite summer traditions in Aspen is riding horses to Woody Creek Tavern. There’s something special about tying your horse to the hitching post, grabbing lunch and spending the afternoon with friends. The food is fantastic, but it’s the experience that makes it unforgettable.

Build us the perfect Aspen day: Where are you grabbing coffee, hiking, shopping, having lunch and dinner, enjoying a drink and ending the evening?

The perfect Aspen day starts with a coffee at Sant Ambroeus, followed by a hike up Smuggler Mountain, which has an incredible view of Aspen Mountain. I’d grab lunch and, if time allows, stay for happy hour at Clark’s Oyster Bar for great seafood and people-watching. I’d stroll through town and stop by a few of my favorite stores, including Pitkin County Dry Goods, a true Aspen institution for its curated Western and outdoor apparel, along with Ralph Lauren. As the night rolls around, I’d end it with dinner with family or friends at Jing. It has a fun, lively atmosphere and serves contemporary Asian cuisine.

• Vail has always felt like the perfect mountain escape. It’s beautiful, easy to navigate and surrounded by incredible scenery. I love that you can walk through the village, run into friends and feel connected to the outdoors no matter what season you’re visiting.
• Jackson has an authenticity that’s becoming harder and harder to find. The backdrop of the Tetons is obviously spectacular, but it’s the people and the culture that keep me coming back. It still feels like a cowboy town, and I appreciate that it hasn’t lost that identity.
• I’ve always enjoyed Park City because it combines outdoor adventure with a great sense of community. There’s a liveliness to Main Street and a history there that give the town character. Every visit feels comfortable and familiar.
• Whitefish might be the town on this list that surprises people the most. It’s Montana at its best—beautiful, welcoming and a little less discovered than some of the other mountain destinations. Every time I’m there, I leave wondering why I don’t spend more time in Montana.

I haven’t spent a lot of time visiting ranches around the West because Aspen has always kept me pretty occupied. But if I had to pick one ranch that stands out, it’s Kevin Costner’s ranch outside Aspen. The property is absolutely stunning. The setting captures everything people dream about when they think of Colorado—wide-open spaces, incredible mountain views, privacy and natural beauty. What many people don’t realize is that portions of the ranch can actually be rented, allowing guests to experience one of the most extraordinary properties in the Rockies firsthand.

Another place that’s incredibly special to me is the Yoder Ranch outside Aspen, the longtime private ranch of Kemo Sabe founders Tom and Nancy Yoder. It holds a unique place in Kemo Sabe’s story because of the deep connection and roots that the Yoders have to our brand. We spent countless hours there riding horses, enjoying the land and creating memories. Places like the Yoder Ranch remind me that the West isn’t just about beautiful scenery; it’s about the people, traditions and experiences that stay with you long after you’ve left.

When you’re on a road trip through the West, are there any restaurants, saloons or local institutions that are worth planning an itinerary around?

Million Dollar Cowboy Bar in Jackson is always at the top of my list. It has so much character with its iconic saddle barstools and live music—it truly captures the spirit of Jackson Hole and the West. Another favorite is The Great Northern Bar & Grill in Whitefish. It’s a longtime local institution, with that classic mountain-town atmosphere that’s gritty and raw.

Beyond Kemo Sabe, what are some of your favorite boutiques, makers and independent businesses across the American West?

• In Aspen, Hotel Jerome remains one of my favorite places to spend time. It’s not just a hotel; it’s part of the town’s history and one of those rare places where locals and visitors naturally come together.
• No trip to Vail is complete without dinner at Mountain Standard. I love that it’s lively without feeling pretentious, and the menu always delivers, whether you’re stopping in for fresh seafood or something cooked over the wood-fired grill. It’s everything I love about dining in a mountain town.
• In Jackson, I never miss an opportunity to eat at Teton Tiger—conveniently located right next door to Kemo Sabe. The sushi is amazing, the staff is friendly and knowledgeable and they make some of the best cocktails in town. It’s always a fun place to end the day after spending time on the square.
• In Park City, Riverhorse on Main has always been a favorite. It’s perfect for a special night out, with great American cuisine, excellent service and a setting right on historic Main Street.
• In Whitefish, Herb & Omni is always at the top of my list for a memorable evening. Great food, great people and a menu that really celebrates Montana ingredients.

A must-do hike is Aspen to Crested Butte, which is approximately 11 miles (and passes through Maroon Bells). Once you get to Crested Butte, stay the night in one of the iconic B&Bs downtown, grab dinner at Propaganda Pie and then hike back the next day. Another of my absolute favorites is Mount Sopris Trail, just outside Carbondale in the Roaring Fork Valley near Aspen. It is a tough one, but the incredible views of the Elk Mountains and the surrounding valleys make it worth it.

What’s your favorite national park to explore?

In Jackson, one of the best ways to spend a day is with a local guide exploring Grand Teton National Park and looking for wildlife. Before my career at Kemo Sabe, I was a zoologist, so I’ve always had a deep appreciation for wildlife and the natural world. You never know what you’re going to see, and that’s part of the fun.

What is the most underrated destination in the American West?

One place I always recommend is Kebler Pass in Colorado. It’s one of the most beautiful drives in the state, especially in the fall, when you’re surrounded by some of the largest aspen groves in the world. It’s quieter than many of Colorado’s more well-known destinations, and it reminds you that some of the best experiences happen when you take the scenic route instead of following the crowds. Those are the kinds of places that inspire Kemo Sabe. They’re authentic, timeless and encourage you to slow down and appreciate the beauty of the American West.

What’s your favorite season in the West, and where do you like to spend it?

Without a doubt, fall is my favorite season in the West. After a busy summer in Aspen, there’s something incredibly special about escaping to my yurt in Silt with my family. It’s the perfect place to slow down, unplug and enjoy everything that makes this time of year so beautiful.

My ultimate dream is to drive up the entire West Coast starting in Southern California all the way to Alaska. Along the way, I would love to explore the redwood forests, the Oregon Coast and the Canadian Rockies. Yosemite is another place that’s high on my list.

Where will your next store be?

You’ll have to stay tuned! We do have another Kemo Sabe location opening next year, but we’re keeping the details under wraps until the build-out is complete. As we continue to grow, we’re very intentional about where we go. We are drawn to small mountain towns off the beaten path. We want Kemo Sabe to remain something people discover rather than something they see everywhere.