Do you want easy access to mountains or the conveniences of city life? The opportunity to turn your passions into a career, or the ability to easily escape to the outdoors? Urban energy or family-friendly living?
Reno has long been known as the Biggest Little City, and the nickname fits. Here, public art, local businesses, bike paths, mountain trails, and ski slopes all feel surprisingly close together. And in a setting where the Sierra Nevada meets the high desert, with Lake Tahoe, the Truckee River, and public land all within reach, the region makes it remarkably easy to stay connected to nature while building a career, raising a family, or pursuing a creative life.
But if you really want to understand what makes Reno Tahoe special, you’ve got to ask someone who calls it home. For Jordan Basile, adventure isn’t something that happens after work. It’s part of the creative process.
As the founder of Deso Supply Co., an outdoor apparel company, Basile spends as much time gathering ideas on the trail as he does from a desk. Basile launched the company more than a decade ago because the clothing he wanted to wear didn’t exist. Living in the Reno Tahoe region and spending time outdoors gave the brand a clear point of view, one influenced by movement, adventure, and the landscapes that surround the area.
That connection to the outdoors also informed the company’s approach to sustainability. Basile is quick to point out that the apparel industry generates enormous amounts of waste, and he believes brands have a responsibility to create products that last. The goal isn’t simply to make clothing for outdoor adventures.
It’s to make clothing that respects the places those adventures happen. In Reno Tahoe, where outdoor recreation is part of everyday life, staying active often leads to something more: new ideas, deeper connections, and a greater appreciation for the landscapes that make it all possible. Kids have no shortage of energy.
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