Redford called the representatives of the products "leveragers" who muddle its mission of nurturing and celebrating independent film.
Nearly a dozen gift suites opened their doors Friday afternoon, giving away items such as sunglasses, facials, shoes and clothing.
"They come in with their own agendas to use the festival to piggyback their agendas," Redford said. "It's a free country and there's nothing we can do about that ... but we have to work harder and harder to point to the fact that this is about the filmmakers. This is about their work and showing their work to you."
Kate Bosworth, Andy Samberg, Emma Roberts and Rashida Jones were among the celebrities who stopped by the VEVO PowerStation SOREL Suite to get some goodies.
The company also offers a 24-hour concierge service that delivers snow boots around the clock to stars who can't stop by the suite.
"I think we belong here," said Kimberly Barta, global brand director for SOREL snow boots. "It just makes sense."
Many of the gift suites close Monday. The festival continues through Jan. 29.
The Associated Press contributed to this report.