From ditching day jobs in the 1970s and hand-making their boards in Vermont, to pushing for acceptance at ski resorts and producing landmark equipment innovations, Burton’s creators Jake and Donna were there from the very beginning. Since then, the sport has grown more than they could have ever imagined, but the privately owned company remains true to a long-standing value that was honed, one hand-crafted board at a time: what’s good for snowboarding is good for Burton. Jake and Donna still lead Burton and remain inspired by riding, and riders, in everything they do.

Burton was founded on the principle of incorporating rider feedback, and the voice of riders themselves has become the backbone of the Burton brand. Way, way back, Jake determined that making riders happy is what’s best for Burton, and their brand has been built around listening to riders ever since. Whether it’s deep in backcountry, talking at roundtables, or dug in at a development camp, Burton riders are involved in the ongoing cycle of testing and innovating new products. From the fit of a glove to the flex of a new snowboard, refining product based on rider feedback is a process that never stops. Burton takes input from everyone, including the folks that call into rider service.

Early on, Jake told interviewers that his goal in life was to “make the best snowboarding equipment in the world.” Burton’s fearless commitment to innovation has made that vision a reality from day one. The “Process” design cycle demands evolution in everything Burton produce—whether they’re incorporating rider feedback or sourcing the best possible materials and manufacturing resources, they just never quit trying to make things better. Innovation is in their DNA, and it shines through in their technical advances and unprecedented investment in R&D at Craig’s and Threadworks – their hardgoods and softgoods prototyping facilities. From boards, boots, bindings and bags to outerwear and apparel, they’re constantly striving to make it better.

Burton’s business is firmly rooted in the outdoors and they’re doing all they can to reduce environmental impact and partner with industry leaders to ensure that winters remain cold and strong. Across their product lines, they incorporate recycled materials where they can, including old Mountain Dew® bottles, and use Bluesign® certified practices for minimized environmental and social impact.