Burton Week!

10% off the entire brand
from 19.01 to 25.01.2026

Burton is a brand that’s been driving the entire snowboard scene for years — and now it’s stepping in with a promo that lets you grab top-quality gear with zero excuses.

For one week only, the entire Burton collection — including already discounted items — comes with an extra 10% off. Just add to cart and the price drops automatically.

Do your thing, ride your way — with Burton, you always hold your line, no matter where the mountain takes you.

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THE STORY OF BURTON
 

Burton — the brand that put snowboarding on its feet

Today, Burton is an icon of snowboarding, but its story started in a very humble way. In 1977, Jake Burton Carpenter, inspired by the toy-like “Snurfer” that allowed people to ride standing sideways on snow, decided to turn that spark into a real sport. He started in a garage in Londonderry, Vermont, where he hand-built the first hundred board prototypes and founded Burton Snowboards. Shortly after, his wife Donna Carpenter joined the company, supporting it from 1983 in every aspect — from production to international expansion — and eventually becoming one of the key figures behind Burton’s global growth. Jake brought passion and vision; Donna added organization, determination, and scale. Together, they built the foundation of what Burton is today. The first models — Backhill and Backyard from 1978 — marked the birth of an entire industry and the start of a revolution on the slopes.

The 1980s were a time of groundbreaking innovation for Burton: the first snowboard boots (1983), steel edges in boards and P-Tex bases (1984), and early highback binding prototypes — an element no rider can imagine snowboarding without today. Jake didn’t just design equipment — he also fought to give snowboarders access to regular ski resorts. In 1982, Suicide Six became the first resort in the U.S. to officially allow snowboarders, triggering a wave of change across the industry. 

Jake Burton (third from the right) with his wife Donna and the Europe Crew, 1986.

In the years that followed, Burton had a massive influence on the development of snowboard culture itself. In 1985, the brand took over the organization of the U.S. Open, which quickly became the most important snowboarding event in the world. The first X Games appeared in 1997, and in 1998 snowboarding made its Olympic debut — all of which fueled the sport’s growth, with Burton at its core.

What’s interesting is that Jake wasn’t just an inventor and businessman — he was also the “voice” of a young, rebellious subculture that wanted something fresh on the slopes. His bold vision of snowboarding as freedom and riding “your own way” perfectly matched the spirit of the times.

Today, Burton is more than just boards — it’s a complete ecosystem of innovation, from Step On bindings to apparel and accessories designed for rider life. Even though Jake passed away in 2019, Burton is still running on the same fuel he ignited over 40 years ago  — a passion for riding sideways.

Jake Burton Carpenter 1954 - 2019

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