Burlington, VT (December 13, 2018) – At present, Burton is proud to formally unveil Mine77, a group of outwear, attire, luggage, equipment and snowboard hardgoods created and examined by Burton founder, Jake Burton. The brand new assortment is a inventive outlet and R&D incubator for Jake, who based Burton Snowboards over 40 years in the past and pioneered rising snowboarding from a yard interest to a world-class sport.
“After I first began Burton in 1977, I did every part myself, from designing our merchandise and writing advertisements to fulfilling mail orders out of my home,” mentioned Jake Burton, Founder and Chairman of Burton Snowboards. “Mine77 is a method for me to be palms on once more with each element of a product assortment – from the options, material and match to the phrases on the hangtags and the model of a photoshoot. It is actually private for me as a result of after being on my deathbed just a few years in the past with Miller Fisher syndrome, I modified. I wished to stay for the second, be extra inventive and do some issues that had been exterior the field. My spouse and Burton Co-CEO Donna mentioned I ought to do my very own factor – so Mine77 was born.”
For the previous 9 months, Jake has personally directed each element of the making of Mine77 – from designing the product, writing all of the product copy, deciding on packaging supplies and selecting his youngest son for the model photoshoot, to relentlessly testing and tweaking each product till they met his exacting requirements. There are 17 totally different types within the first assortment of Mine77, spanning from extremely technical outerwear and layering items to street-friendly hoodies, pants and a rawhide backpack. Each piece is a favourite for Jake, however there are just a few types that he is particularly pleased with.
“On the softgoods facet, I am actually pleased with the Bib Pant and the primary layer Stash Pant. I am fairly obsessive about pockets, and the Bib Pant has eight for storing every part. It additionally has facet vents which you can open to entry zippered pockets within the first layer Stash Pant. It is a breakthrough function in my thoughts as a result of generally once you’re mountain climbing or using in frigid circumstances, you need your cellphone or no matter else straight in your physique for heat/safety/privateness causes. The mix of the Bib and Stash pants is admittedly useful, and I believe it is by far the very best bib pant ever made.”
At Jake’s request, and as a way to maintain pricing affordable, Mine77 product might be accessible on Burton.com, however solely in a single retailer location – the Burlington, Vermont Burton flagship retailer on the firm’s international headquarters. This pays tribute to the corporate’s early days when Burton headquarters was residence to the model’s solely stand-alone retailer on this planet. Burton.com orders may also have a private contact, as they are going to be hand-packed out of Vermont headquarters to Jake’s specs. Considerate particulars embrace unlacing every of the StrapOn boots by hand so that they’re simple to get on straight out of the field and a particular reward of Jake’s favourite Fortunate Bastard Co. lip balm positioned within the pockets of every model.
“With Mine77, I am not attempting to please anyone however the rider. It was a extremely laborious promote to get folks into snowboarding to start with, and this feels just a little bit related. However I get pleasure from it, particularly working with all of the folks at Burton on the undertaking. It is gotten me so engaged and again within the combine. By Mine77, I can take a look at all my concepts and see in the event that they stick. If Burton decides to place a method in a future line that originated out of Mine77, I will think about it an enormous victory.”