Burton Turns 40 and Still Looks Good? – Brand Watch

Transfer | Louis Macindoe

It’s not every day a snowboard company turns 40, that’s because Burton has just become the first snowboarding brand to do so. But unlike us humans, who by this age tend to become a little more out of touch with the youth of today. Burton has managed to stay inside the inner sanctum of coolness. It’s a landmark occasion that’s more than deserving of some attention. Huddle around children of the shred because Burton’s just about to blow out the big four-o candle.

Forty years ago, what we call snowboarding today, didn’t exist. There wasn’t a lot of talk about hybrid camber, the X-Games or heli-trips and certainly no mention of triple corks. No one discussed which snowboard boots or bindings they had, because back then, they weren’t even a thing.

Full credit to Jake Burton ( And Tom Sims) for making snowboarding a ‘thing’. Image:: Burton Archives

What we consider snowboarding today has very little to do with the backyard fad that was being sold to children 40 years ago. Plastic boards known as Snurfers were sold in as trendy toys, they were essentially a novelty item. But an item that Jake Burton Carpenter saw great potential in. In 1977, Jake hired family and friends, and together they built a lifestyle and an attitude based around a love of standing sideways on snow.

In the forty years since, Burton has been a company built on R&D. Design principles were (and still are) pretty simple – find a need for something, build it, test it, re-build it. That’s a principle that has carried on to this day. It’s a tried and trued method that’s somewhat responsible for the brands longevity. But rather than sitting back on the porch smoking a pipe in rocking chair and speaking about the good ‘ol days, Burton has always and continues to pioneer technologies and introduce snowboarders with products that essentially heightens the snowboarding experience.

Fatboy Slim’s ‘You’ve Come a Long Way, Baby’ springs to mind. Image:: Burton Archives

By taking historical milestones and integrating them with new ideas, Burton is shaping a bright future for snowboarding. If you wander on down to your local snowboard store and check out the new Winter ’17 collection , it’s a pretty remarkable accomplishment for a brand with such humble beginnings. Burton claims the current line to be their most powerful statement in the company’s 40-year history, with telltale signs of progression in every seam and buckle. And we’re probably going to agree with them on this, their stuff does look tight and from experience, it sure as shit rides good.

Need us to be more specific you say? Well, the key highlights for us in the ’17 Winter collection is certainly the Family Tree Collection . This capsule collection features the most sustainable board materials and manufacturing practices to date. This includes FSC certified wood cores and packaging, as well as their new bio-based Super Sap epoxy resin and recycled bases. In a nutshell that equates to the board not only being good for your riding, but in turn you’re actually being good or at least better to the planet. We’re feeling better about ourselves already.

Remarkable research and development by Mikkel B and Danny D ensures smooth rides all round. Image:: Blotto

Don’t stop there on the positive notes, because the vibes are flowing over onto the softgoods side. Here you’ll find further steps taken towards sustainability with sustainably-driven Bluesign approved materials and manufacturing at every level. Every single one, mister and misses question everything! These developments, along with their most diverse line of bags yet, all backed by a lifetime warranty, are emblematic of what Burton learned from the past, and are bringing to the future. Burton’s continuing influence on the snowboard world cannot be denied, but they do so with forty years of respect for the sport and a genuine love for the mountains. As they say, honour the past and celebrate the future.

Keep an eye out for the new Burton collection at your local snowboard store .

Party people fill the house for Burton Aus/NZ’s 40th Shindig at Surley, Surry Hills. Image:: Lifewithoutandy.com