“For the first time in the 2021 Family Tree Collection, we completely removed gender,” shares Lesley Betts, a 13-year veteran at Burton who has put in her time as a Senior Product Line Merchandiser of Hardgoods.īetts is integral in the arc of the progression of the Family Tree Collection, and it suffices to say, she knows her stuff. This year they are solely boards-boards that are ideal for Jackson Hole and the Tetons as they are specifically tooled for powder, freeriding, backcountry, and beyond, gender notwithstanding. The spirit and attitude of the Family Tree collection have been identified with a nonbinary approach since its launch in 2013, yet the 2020/2021 quiver marks the first time it has been marketed without male or female labels. Kings & Queens of Corbet’s Livestream 2021 ‘If we make this and if you like it and fit into it, then awesome, wear it.’ Jake was making it for everyone.” “He had women, he had men involved his son Timi was being shot for campaigns… He wanted his friends to wear the collection-and Jake was friends with all walks of life. “With Mine77, Jake involved everyone,” says Davis. From roundtable feedback sessions to living and breathing the product at its core and intimate time spent riding and hanging with Jake, Davis has a deeper perspective on the line. Longtime Burton team member and frequent Jackson Hole rider Danny Davis continues to be an integral part of research and development for Mine77.
“Jake always wanted anyone, of any gender, to rock it if they think it’s cool.” Another highlight from this drop is a Merino-lite Reversible Insulator set in either desert camo or striking purple, which boasts an exceedingly cool ‘77’ embroidered baffling. The latest release includes a recent collaboration with Tupac Shakur’s estate, producing a set of bindings, the Mine-Vita, and a board, All Eyez on Me, showcasing some of the late artist’s lyrics.
Jake always wanted anyone, of any gender, to rock it if they think it’s cool.”Ĭreative Direction for Mine77 is now spearheaded by Timi Carpenter-one of the Carpenter’s three sons-who is pushing it forward with three to four limited drops a year since its debut in 2018. “Ideas, feedback, and criticism can come from anywhere and the product is for anyone who feels they want to put it on and wear it. “What I take away from the mantra of Mine from my past conversations with Jake… it’s a collective effort, and for everyone,” Cartiglia shares. He started with a mantra: ‘The Mine is Ours.’ Photo: Peter Cirilli / Courtesy of Burton Snowboardsįirst conceptualized by the late Jake Burton Carpenter, founder of Burton Snowboards, Mine77 was an incubator project for the pioneer when his wife, Donna Carpenter, encouraged him to ‘do his own thing’ and create something for himself. We can always make it better towards the future-the second you become complacent is the second you’re not doing enough.” Mine77 was created by Jake Burton and continues to flourish through the work of his three sons.
“I think it’s great that Mine is doing it-it’s a natural evolution of where Burton is as a progressive company, but our work is not done. “It’s 2020 and inclusivity is not only needed but shouldn’t feel forced,” says John ‘Tiggs’ Cartiglia, Senior Product Manager of Special Projects for Burton and Mine77. Enter Mine77 and the Family Tree Collection. Burton Snowboards-no stranger to pushing things forward in snowboarding-has gone a step beyond talk by releasing an entire line of gender-neutral gear. Brands and media companies have begun to realize the need to step up and embrace change. The rapidly expanding global movement towards inclusion has been embraced by the snowboard industry.
Burton Snowboards moves forward with gender-expansive products in its 2021 collection
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