So iLL

So iLL is a St. Louis climbing company that brothers Dan and Dave Chancellor started while they were students at Southern Illinois University–Carbondale. Their first climbing holds came out around 2007. The company moved its headquarters to this building at Marconi and Daggett, once home to Skif International and before that Spielberg Furniture, and opened its first showroom and retail store there in October 2021.

So iLL designs climbing shoes, climbing holds and volumes, training gear such as hangboards, chalk and route-setting supplies, along with apparel, bags and its Roam lifestyle shoes. The open, modern showroom is laid out to follow a product from design and prototyping through to the checkout counter, and holds are displayed by color on a mezzanine visible from the street.

The company sells online, and the Chancellor family also runs the Climb So iLL gyms.