Greg Dacyshyn, Chief Creative Officer:
Focus for 2011/12 on fabrics & technologies; colors; silhouettes, and team inspiration…
COLOR: I think one of the biggest shifts in color and patterns is in prints. For the past few seasons we saw so many content-based prints in the industry. But for 2012 we are moving away from that to more traditional and pattern-based prints like checks, plaids and stripes, and to more color and pattern blocking. As far as color palette itself, there are definitely more earth tones than in the past, and overall I’d say the colorways are a little more muted. While there is always room in the line for strong colors, it’s not as poppy as it has been. And this all goes back to the line being a little more versatile and much more timeless, so you don’t get tired of your pieces and they don’t look dated after one season. The ability for a jacket to go from snow to street is important for the rider today, so our 2012 line definitely gives snowboarders more versatility and wearability through its colors and styling.
SILHOUETTES: Fit is more important than ever these days. We are seeing a lot more variety in outerwear silhouettes and shapes. It used to be that the industry was trending towards one look, i.e., fitted or baggy, but now it’s important that you have a solid range of fits and cuts, to meet the individual needs of a variety of riders. At Burton, we have added another two fits to our line: the MID FIT for men to compliment our SLIM FIT, SIG FIT, TEAM FIT and TWC FIT; and the BOYFRIEND FIT for women, in addition to our women’s SLIM FIT and SIG FIT. This gives the rider choice like never before.
TEAM: As always, our outerwear wouldn’t be anything without our team of pro riders. Burton team riders are definitely the biggest influence behind all of our designs. We work with them closely throughout the season to get their insight on what fits, what works and what looks good. Their feedback is the most important part of every design we create. When it comes to creating the line, our team riders’ contributions are by far the most essential part of the process. They give us feedback on everything from prints and cuts to tech details like zippers and pockets. Different riders are connected to each of our outerwear collections, so their individual needs and styles get incorporated into the line they ride. Whether it’s Shaun with The White Collection or Kazu and Mark Sollors giving feedback on Restricted, our riders’ DNA is all over our outerwear lines.
To really sum it all up, at the end of the day it’s all about the riders. Our riders are constantly telling us that when you look and feel good on the hill, you ride better and have more fun. So we definitely design to improve that overall riding experience. And what’s the formula? To kill it on the whole package: style, fit, functionality, warmth, and waterproofing. And in the end, if snowboarders back our outerwear and our products, then we’ve done our job.