You don’t have to look far to find the connections between Burton and NYC. Jake and Donna both grew up in the Big Apple, and each have their own stories about why it holds a special place in their hearts. So when it came time to relocate the Burton New York Flagship Store to a new spot in SoHo, we took the opportunity to capitalize on the history between the city, the brand, and the lifestyle we share.
First off, what does SoHo stand for? Simple: south of Houston Street. And that’s exactly where you’ll find our new location at 69 Greene Street.
From the front door, adorned with art by Icy Signs, to the bar downstairs, the new Flagship Store is an embodiment of Burton. More than a place to shop the latest gear, it represents snowboarding, Burton heritage, and the everyday adventures of life in the outdoors. The space celebrates our lifestyle in every detail of the design. A “living mountain” is hard to miss when you walk downstairs and brings the whole outdoor culture together just as it does the store’s two floors. At the top of the mountain, you find the snow – the source of our inspiration – and at the bottom, the roots and grass.
The layout of the store mirrors the mountain. On the main floor, you’ll find all kinds of foul-weather gear, with a huge selection of jackets and outerwear, plus the latest Durable Goods to outfit locals and visitors alike. Downstairs we have a hospitality bar called Downstairs at Burton, D.A.B. for short. This space functions as a showroom for special collections, but is mainly a place to bring the community together for the store’s frequent events and special gatherings.
Which brings us to our launch party. Coincidentally the launch of our new SoHo location coincided with the launch of the Phil Frost x G Pen x Burton collaboration. The collection was on display, the players were all in attendance, and the whole NYC Burton family gathered to celebrate the store and the changing of the seasons.
It was abundantly clear once everybody came in to celebrate the launch that we’d found our place. Nobody summed up just how appropriate the location was like Jake himself when he said, “It’s at 69 Greene Street, a rather fitting name for our new home...” Next time you’re in the neighborhood, stop on in and see it all for yourself.