It is getting to be hoodie weather in NYC. And when the temperature starts to drop, it means that snowboarding season is right around the corner. To kick it off in style, snowboard and streetwear lifestyle giant Burton is releasing a new snowboarding film entitled “B” movie. Last night’s NYC premiere included a pre-screening party, held at the Burton New York City flagship store. Several top name Burton riders attended the party, and obliged fans with autographs, photos and generally good conversation, while the movie teaser played on a large projector.
The Burton crew transformed the SoHo Burton store into a swanky venue for a super stylee soiree. Set among the latest and hottest Burton board models, outerwear, streetwear and snowboards, DJ A-Dog kept fresh beats pumping through the sound system all evening.
The bar was stocked deep and the hors d’oeuvres were top notch. Along the wall under the projector screen sat a massive leather couch, where several members of the exclusive Burton pro team chilled out and mingled with fans and patrons. The Burton riders who attended the party were Shaun White, Mads Jonsson, Freddie Kalbermatten, Jussi Okansen, and Kelly Clark.
If you know Burton, then you know that they are one of the pioneer brands when it comes to snowboarding, snowboarding outerwear, and snowboarding street wear. Founded in New England, back before commercial resorts even allowed snowboards on their lifts, Jake Burton and associates founded the label which has remained at the forefront of industry in style and technical development.
During the pre-screening party Wednesday evening, SoJones was able to chat for a few minutes with some of the riders about Burton and street fashion generally. First up, Jussi Okansen, a ten year Burton Team veteran: Jussi says that he loves riding for Burton because he can really get behind the brand aesthetically. Acc0rding to Jussi, he has to really be into the product before he can be willing to endorse it, because that means that he will be rocking the brand whenever he is in public. In addition to Burton, Jussi is sponsored by DVS and RUCA.
Kelly Clark, one of the two riders in attendance at Wednesday’s party who own Olympic Gold (the other being Shaun White) has been riding since she was eight years old. From a stylistic point of view, as a Vermont native she brings that East Coast swagger. In addition to her Burton threads, Kelly is a fan of throw-back Nike shoes. She was wearing a pair of dark suede joggers at the party.
As the pre-release party was winding down, we were able to grab Mads Jonsson for a few minutes. Mads told us that his primary focus at Burton is working on the styling of Burton jeans. He apparently stands behind his work, too, because he was rocking of pair of Burton denim at the party. Mads says that he has been pretty pleased with the way the jeans have come out. On the feet, Mads says that he prefers Gravis. Although they don’t sponsor him, he says he really digs their styling. He likes them in all black.
Later Wednesday night, riders and industry folk gathered at Broadway East, for some after-party dancing, mingling and to check out the screening of Burton’s latest film. DJ A-Dog was in the booth, once again, doing his thing. The crowd was great, the music was hot, and some of the guys from one of the local LI skate/snow shops (Special Sauce) made the party complete, by getting down with some break dancing.
Thanks again to Anne- Marie at Burton and Kelly, Caroline and Reid at MFA, for having SoJones at this event.
Feel free to browse the rest of the photos from Wednesday’s events, below (all photos by J. Breinholt).