The History of Sundance
About Our Founder...
Robert Redford, celebrated actor, director, and environmentalist, was captivated by the natural beauty of Utah’s landscapes. In 1969, he purchased land in Sundance, Utah, with a vision to preserve its pristine wilderness and foster a space where art, commerce, and nature could harmoniously coexist. This marked the genesis of Sundance, a haven for creativity and innovation. Through his commitment to conservation and sustainable practices, Redford not only saved the land but also established a thriving community that celebrates the values of preservation, creativity, and connection to the natural world. Sundance stands today as a testament to his enduring legacy of environmental stewardship.
Robert Redford
Our beautiful beginning as a catalog goes back more than 30 years, but our story and heritage go back much further. We all have a personal story that is meaningful to each of us, yet unique. Sundance has a cherished story from its earliest beginnings. It is not one that is easily found or one to be replicated, as it is authentic and deeply rooted in the American West here in Sundance, Utah. We are a real person, a real place. To understand our story and our heritage, it is important to go back to the very beginning.
In 1961, while driving from New York to Los Angeles, our founder—the acclaimed actor, director and environmentalist Robert Redford— passed through the beautiful Wasatch Mountains of Utah and fell in love with the area. He bought two acres of land, later purchasing 5,000 more acres to preserve the land. Drawn by its native beauty and natural liveliness, he named it Sundance and dedicated it to fostering creativity, independence and discovery in a place where art, commerce and nature could come together. Sundance Village was founded in 1969 and celebrated its 50th anniversary in 2019.
1ST SUNDANCE INSTITUTE GATHERING, 1980
In discovering Sundance, Robert Redford made the commitment to preserve its primitive, untouched beauty and authentic heritage, deeply rooted in the American West, just as he committed to cultivating free expression, experimentation and original thinking. Creativity, discovery and authenticity remain as cornerstones of our brand.
At the base of Sundance Village is the General Store, offering guests a well-curated collection of clothing, jewelry and gifts, items with a heritage in the American West, blending the art of Native Americans and other western craftspeople with examples from other native cultures around the world. The idea of a catalog was born. Setting up shop in the Sundance Village firehouse, the very first Sundance catalog was launched in Fall 1989.
We trusted that our customers shared our sense of discovery and were hungry for the uncommon and the unexpected in artistic handcrafts with a story to be told.
As our catalog in celebration of the lifestyle of the American West began to take shape, our small team traveled far and wide, searching out products with a discerning eye for quality, authenticity—and interesting stories. With no Internet, no email, no World Wide Web, and no catalog websites, catalog pages came together, one by one. With no computer (or design program) available, each page was hand drawn, creating a watercolor illustrated guide for the photography that would follow.
1ST SUNDANCE COVER, MAY 1998
