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Burton: Sublimation

Category: OUTERWEAR DAMES
Type: Thermobroeken
Color: White

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About Burton

In the mid-60’s, Jake BURTON was one of the thousands of kids to start surfing on snow with Sherman Poppen’s Snurfer. It might have been only a department store toy, but it was also the earliest commercial form of the modern snowboard. Jake was hooked, and over the years he modified Poppen’s Snurfer. Jake was convinced that surfing snow had potential to grow into something more. He bid the Manhattan business world goodbye and moved to Londonderry, Vermont to start shaping snowboards. The year was 1977, and Jake was about to launch the world’s first snowboard factory, making and riding his first boards. Burton Snowboards’ early years were a true experiment in grassroots business. In it’s second year, Jake moved into a farm house in Manchester, Vermont - the facility that went on to produce such classic boards as the Backhill and Performer. Working out of the living room, dining room, basement and barn, a crew of four to five people produced, sold and repaired all the early Burton models. Jake’s toll-free customer service line rang in the bedroom at all hours. In the middle of the night, Jake took down orders from snowboarders all over the country. If orders for boards were low, Jake loaded up his station wagon and visited up to ten shops a day offering his latest designs. From the living room/showroom, employees led “Safaris” - snowboard tours of local powder stashes. Turns were earned by hiking. In the first few years, snowboarding was an underground sport struggling on sledding hills and snowcovered golf courses. As long as riders had to hike, it could only progress so far. To move the industry and riding to the next level, Jake lobbied hard for local ski areas to open their lifts to snowboarders. in 1982, Suicide Six Resort in Pomfret, Vermont became the first resort to allow snowboarding. Soon after, Jake succeeded in convincing Vermont’s Stratton Mountain to give it a shot, thereby establishing a joint commitment to snowboarding that continues to this day. Others followed -Jay Peak, Stowe, Sugarbush, Killington - some sooner, others much later. The opening of Eastern resorts led to great growth for the sport. It also became a major factor in Burton’s continuing product innovation. Edgeless wooden boards that were fine in powder no longer cut it on the hardpack and sometimes icy conditions at Vermont mountain resorts. To handle the hardpacked snow, Burton developed the Performer Elite, a board with a P-tex base, metal edges and binding with hi-backs.   The early success of the U.S. Open Snowboarding Championships further helped legitimize the sport and increase mountain resort acceptance. An event for snowboarders, by snowboarders, the Open started in 1982 with a tight group of Snurfers and snowboarders. Today, it draws the best riders in the world year after year and is known in the snowboard community as the biggest competition of the season. It has long been home to legendary riding: Doug Bouton hitting 63 m.p.h. on a Backhill snowboard, Craig Kelly dominating the pipe with his signature smooth riding, Jeff Brushie going head-to-head with huge McTwists, and Kelly Clark becoming the only female snowboarder to win the halfpipe three times. in 1992, Burton Snowboards moved from its Manchester location to its current location in Burlington, Vermont. The move was driven by the same motivation that took Jake from New York to Londonderry to Manchester: a commitment to making the world’s best snowboarding equipment and apparel and growing the sport. Burlington is Vermont's largest city, and It made sense to move to a town with more available resources and an international airport. The same heart that beat years ago in a garage in Londonderry, Vermont still beats strong within the ever-expanding walls of Burton’s offices around the globe. Two things matter more than anything else: riders and riding.