Why do many companies rebrand? Rebranding expresses a need to stay relevant. Fact is, many companies fall out of touch with how fast the market or even the day to day interests of people change. While some companies have chosen, some wisely and some fool-heartedly, to stick to their brand it can prove profitable and beneficial if your targets are rather one-dimensional and stalwart in their choices. However, what happens when your target may be into a bit of everything and all over the place with their influences and interests. How does a company consider diversity with its offering while staying true to its aesthetic? It helps if your company is Burton.
Burton has always been that company that while anchored in snowboarding has seasoned ties to skate and surf culture which has many influences from hip hop to rock n roll to extreme sport to urban mobility. See how the branches span out. Diversity arrives from the cultural mash-up surrounding the various sports layered around someone balancing on a piece of fashioned wood atop crests and concrete.
My love of Burton began when I started my sneaker-head habits several years ago and I've come to appreciate the ways in which the company makes technical, sporty and functional look so damn cool, inviting and approachable in and out of a sport setting. The badass packs, the 'must have' outerwear, the well-crafted boards and all the accompanying accessories all conspire together to rap a song as universally appealing as hip hop, rock and the likes.
For their Fall 2013 preview held in New York City last Thursday at MILK Studios' Penthouse, the brand showed once again how they can provide products that keep the skater, snowboarder, sports aficionado, urban nomad and all the in-betweens loyal supporters. This fall Burton shows just how strong not only its ties to musical influence can be but also how a collaboration can be a great way to be green, savvy and keenly retro all at once. Collaborations with Mountain Dew on clothing made from plastics bottles, a sweet collaboration with the unstoppable Pharrell Williams using the dynamic Bio Yarn and boards and clothing featuring images from Jimi Hendrix, Salt n Pepa and Star Wars characters will all be on hand this fall.
As always, Burton continues to offer those multifunctional packs and cases for the sports maven to take from the slopes to the streets. The brand gets a bit more playful with its deliveries this season as well offering exciting color pairings along with great finishes and techniques like sublimation printing. All this goes to show how this is one company that knows when you have a good thing going, you don't mess with the recipe, you just find ways to enhance the flavor.