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Introducing the Burton Collection Meet Jake Burton
Well, as a kid, I was always turned on by snow.
It was just, something I associated with not having to go to school
and going to the local sledging hill and just, always having fun.
Got a little older, about fourteen, my parents bought me something called the
snurfer... They're like sort of a very primitive snowboard,
no bindings, no edges, very narrow, sort of very difficult to ride.
From the minute I got on it, I always sort of felt like
it was a sport there. Vision
And I just, very much focused on the sport and just that I was right.
That there was something there and it could be a sport
and once I did that, it was funny... Things just really started to roll.
Innovation In the early days, it was purely
my design and I was developing the product
and I was just trying to survive. But, I ended up becoming pretty good with
my hands and shaped all the early boards.
Craftsmanship We are the biggest snowboarding company and
we have the best engineers and we've got incredible prototyping facilities,
I mean that prototype facility is named after Craig Kelly
who was many times World Champion. Dreams become reality there.
People have an idea and they can turn it around really quickly ,like
24 hours and it makes the whole evolution of any innovation
just non-stop. Philosophy
For so many people, snowboarding is a lifestyle. I mean, for me it's what...
I don't know, I think it makes me so much better at my job,
to be making a decision on a chair lift, rather than in an office...
and I snowboard a hundred days a year
and it's fiercely individualistic and it's just the style, and the opportunity
looks best to yourself... That's what you're doing when you're snowboarding.
PBteen + Burton Yeah, so when PBteen approached us,
about doing this, we were almost caught off guard
because we never thought about making stuff for a house
or a home or a kids room. As we got more and more into it, it felt more
and more natural. PBteen is a leader in what they do and
well, we've got great respect for the company and there is craftsmanship that goes into
all those products and they have to be made perfectly
and they've got to be made with a sense of style as well
and that all goes into whoever is making it. I think it's real natural, for snowboarders
or anyone who aspires to snowboard, or just gets it and
understands the lifestyle. My kids are huge fans of this stuff.
I send out a bunch of it after them, after we did a photo shoot and
I mean, their friends were like clamoring for more.
Hopefully, we're on to something. It feels... It feels like we are.