Monday, June 7, 2010

BURTON’s WONDERFUL WORLD OF SHRED REGALIA=OUTERWEAR FOR THE SNOW BOUND



PRESS PREVIEW FALL/WINTER 2010/2011 


FALL/WINTER 2010/11

NEW YORK CITY, May 2010

PLUS: SHAUN "THE WHITE COLLECTION," LUGGAGE & KID’s, MARRIED TO THE MOB & JOHNSON WOOLEN MILLS COLLABORATIONS---- and THE GREEN MOUNTAIN PROJECT

Words, Images Judith Ecochard/LYRAMAG

Some people go all apoplectic when sighting, in person, a celeb they worship.

Others swoon as soon as they step into the retail store of their dreams…like Dylan’s Candy Store or Barney’s shoe department.







































For us, we got all wobbly at the knees at the Burton press preview of hard (snowboards, boots, bindings) and soft goods (outerwear, thermal base layers, etc),



















In fact, we are sure we kept the nice pr peeps there way past their quittin’ time …and we didn’t see the whole collection!

THE OUTERWEAR:

Anyone who spends time in chilly temps, let alone surfin’ the slopes (which means wipes outs/ face plants in the snow)…needs their clothing to withstand the wet stuff.

Burton, is a company we remember form back in the days---for their first on the scene high techy, engineered snowboards---














For 2010/2011--- a massive line-up of jackets, pants, gloves, and accessories---is set to hit in waves, starting July.
















THE CATEGORIES

Labeled with conditions ratings---the outerwear separates are either:

 ---All-Season conditions-non-insulated shells to lightly insulated styles with up to 40G Thermacore™,

Mid-Winter conditions with pieces featuring 60G-80G of Thermacore™ insulation for added heat without extra layers,
























And Sub-Zero conditions for SERIOUS warmth-or people like us who are always cold-----

…Shredders have a plethora of progressive, streetwear vibe and classic styles, bold and basic colors, eye catching prints and plaids, genius innovative fabrics (DRYRIDE!!!!),














price points and importantly…unique, utilitarian & technical details that only designers who REALLY snowboard ---get.

THINK ventilated “Blowhole” collars so the goggles don’t get foggy (via perforated holes),

 Pit zips (those zippers that run under the arm lengths),






Removable waist gaiters that keep the fluffy stuff out, 










pass pockets (we wish we needed one, ahem),

Microfleece chin savers and hand warming pockets, adjustable snug cuff closures (for different sized gloves, minutes, base layers)













And the new POW™ grip ---a patent pending hidden strap contoured inside the sleeves that can be flipped out and wrapped around the thumb to keep the snow out….



Smartly, hybrid engineering, a design feature used by several performance wear manufacturers ---is a Burton MO---with a focus on keeping the body’s core warm (heavier insulation)…with the arms, hood and neck--- crafted for mobility.

What else we loved…the silhouette options: SIG FIT  (M/W traditional---not baggy but base layer friendly,





TEAM RELAXED FIT (longer jackets in body and sleeves),

SLIM FIT (more tailored with pants with a shorter rise, narrower cuts),




























JUNIORS with a narrower human in mind. With fun frills like pom poms or neat military epaulets.

And SPECIALTY FIT (for gals this is seen the urban chic but mountain tough B by Burton---




with big zips that hit that function/fashion category, big buttons/snaps, a tapered fit, flared legs---made from wax faced waterproof fabric that naturally fades).


Why anyone would buy a purely FASHION apparel for hard-core athletic endeavors is baffling.
  


































Our initial stroll to the outerwear clothes--- after spending over an hour with the jaw dropping new boards/boots…






Encompassed the high tech to the tenth power [ak]™ outwear collection…that is extremely windproof/waterproof/breathable, blizzard busting line, enhanced with GORE-TEX®…plus.

Some of those pluses ---(also on other Burton pieces) include special, super strong RIRI AQUAzip™ waterproof zippers with special ‘teeth’, 




a hood cinch/visor that brilliantly adjust for helmets…

and no zips in the chin area (no chafing), 


microfiber lined pieces, fully taped seams with GORE-SEAM™ tiny tape----

Curved zippers for easier access on outside pockets,



And pants---with velcro adjustable belts, remove-able snow gaiters, and Leg Lifts™---that protect pants from shredding, that way----in the parking lot---



…and very cool---a Link Zip™ that connects the jacket to the pants.




And TEST-I-Cool™ Cross Flow Venting™ a “gigantic mesh lined vent from knee to knee”---

(Heck, the patent copyright/patent lawyers must work overtime).


.

SHAUN WHITE

Olympic medalists, top competitor, iconoclast and guy that feel strongly about anything bearing his name, Shaun White and his brother Jesse were very hands on when it comes his Burton manufactured collection.

His separates, coined the THE WHITE COLLECTION…are cut special…but have the Burton signature flair---waist gaiters, velcro closures, zips into pants, inner stash pockets, outer slide-out pass pocket... etc.

No surprise, an iPod feature where cords feed inside the jacket but the ear buds are accessible…











































The USA Olympic uniforms…with distressed ‘denim’---now available to the rest of us who did not qualify.

MARRIED TO THE MOB

A clothing line outta NY (where else??) joined forces with Burton for snazzy Black/White/Red outerwear and board graphics.




HERITAGE COLLECTION---old school style---we just got a glance---made with felts, wool…

THE GREEN MOUNTAIN PROJECT

Burton has an assortment of outerwear pieces, ---made from recycled/sustainable materials like COCONA®---in various percentages--- with same high performance standards. GMP clothes are all labeled with a wheat shaft looking icon.

KID’S

The cool feature here is that there is “snip red stitching” that when removed, extends the sleeves of the jacket by two inches…so that item lasts more than a season.




LUGGAGE:

The big deal that we saw is the revamped WHEELIE SUB…that zips apart so haulers can beat the airline weight add-ons.

We also liked the Hideaway SnakeStack™ external backpack attachment and removable laundry bag; outer cinch straps that pack it all down… and skateboard type wheels….

Like all Burton carry-alls, the main material is a light and tough EVA/TPU fabric. Insides include CRAM™ zones---and are available in neat patterns like Black Watercolor Square, Plaid etc…

Kid's set too....!


















THE JOHNSON WOOLEN MILLS…we briefly saw this city slick/country ready from the CITYLINE  COLLECTION made with the authentic wool from the famous VERMONT right on Route 15, since 1842- Johnson Woolen Mills.

























ADDED PLUS:

Pop color thread zips in collab with YKK and casual lifestyle wear we just had time to cruise..... for the fashion set.



Be true to your school=BURTON


INFO: BURTON