Jake Burton Carpenter founded Burton in 1977 and spent his life shaping snowboarding through his words, actions, and collaboration with riders.

This collection honors his legacy through some of his most iconic quotes, drawn from decades of letters, catalogs, and conversations, capturing his passion for snowboarding and the global community he helped shape.

1989: “Here at Burton we take our fun seriously.”


From Jake’s 1989 catalog intro. Snowboarding was growing more legit with global events, real deal pros, and more acceptance at ski resorts. This is where riders defined what our culture is really all about.

1989: “Here at Burton we take our fun seriously.”


From Jake’s 1989 catalog intro. Snowboarding was growing more legit with global events, real deal pros, and more acceptance at ski resorts. This is where riders defined what our culture is really all about.

1992: “Question: Is snowboarding a fad? Answer: Get serious.”


From the 1992 catalog, an interview between Jake and an unnamed trade publication. Snowboarding still had its haters well into the 90s, but Jake always set the record straight.

1992: “Question: Is snowboarding a fad? Answer: Get serious.”


From the 1992 catalog, an interview between Jake and an unnamed trade publication. Snowboarding still had its haters well into the 90s, but Jake always set the record straight.

1993: “Riding is where the energy comes from & it’s also where it goes.”


From Jake’s 1993 catalog intro alongside a photo sequence of Jake wiping out down an S-chute. At this point, Jake had one simple ethos: what’s best for riders is what’s best for snowboarding (and best for Burton).

1993: “Riding is where the energy comes from & it’s also where it goes.”


From Jake’s 1993 catalog intro alongside a photo sequence of Jake wiping out down an S-chute. At this point, Jake had one simple ethos: what’s best for riders is what’s best for snowboarding (and best for Burton).

2000: “The best thing about snowboarding is it’s not how you look but how you feel.”


Jake built Burton on a simple belief: snowboarding brings people together. While we watch individual athletes compete, what Jake understood, and what our riders embody, is that snowboarding has always been about community.

2000: “The best thing about snowboarding is it’s not how you look but how you feel.”


Jake built Burton on a simple belief: snowboarding brings people together. While we watch individual athletes compete, what Jake understood, and what our riders embody, is that snowboarding has always been about community.

2009: “Have as much fun as possible.”


This plain and simple piece of advice has become so engrained in Jake’s legacy because he never missed an opportunity to remind us. He wrote it down as his 2009 catalog intro, but more importantly he lived it every day.

2009: “Have as much fun as possible.”


This plain and simple piece of advice has become so engrained in Jake’s legacy because he never missed an opportunity to remind us. He wrote it down as his 2009 catalog intro, but more importantly he lived it every day.

2010: “Believe in snowboarding.”


This was Jake’s message to whoever picked up the 2010 catalog. He said, “The world around us will always change but our mission will remain the same. Ride as much as possible, progress the product and the sport, and inspire others to do the same.”

2010: “Believe in snowboarding.”


This was Jake’s message to whoever picked up the 2010 catalog. He said, “The world around us will always change but our mission will remain the same. Ride as much as possible, progress the product and the sport, and inspire others to do the same.”

1989: “Here at Burton we take our fun seriously.”


From Jake’s 1989 catalog intro. Snowboarding was growing more legit with global events, real deal pros, and more acceptance at ski resorts. This is where riders defined what our culture is really all about.

1989 Catalog

1992: “Question: Is snowboarding a fad? Answer: Get serious.”


From the 1992 catalog, an interview between Jake and an unnamed trade publication. Snowboarding still had its haters well into the 90s, but Jake always set the record straight.

1992 Catalog

2000: “The best thing about snowboarding is it’s not how you look but how you feel.”


Jake built Burton on a simple belief: snowboarding brings people together. While we watch individual athletes compete, what Jake understood, and what our riders embody, is that snowboarding has always been about community.

1993 Catalog

1993: “Riding is where the energy comes from & it’s also where it goes.”


From Jake’s 1993 catalog intro alongside a photo sequence of Jake wiping out down an S-chute. At this point, Jake had one simple ethos: what’s best for riders is what’s best for snowboarding (and best for Burton).

2000 Catalog

2009: “Have as much fun as possible.”


This plain and simple piece of advice has become so engrained in Jake’s legacy because he never missed an opportunity to remind us. He wrote it down as his 2009 catalog intro, but more importantly he lived it every day.

2009 Catalog

2010: “Believe in snowboarding.”


This was Jake’s message to whoever picked up the 2010 catalog. He said, “The world around us will always change but our mission will remain the same. Ride as much as possible, progress the product and the sport, and inspire others to do the same.”

2010 Catalog

Coming Soon:

From Burton to the World Collection

LANDING IN

Days Hours Minutes Seconds

“Jake built Burton on a simple belief: snowboarding brings people together. While we watch individual athletes compete, what Jake understood, and what our riders embody, is that snowboarding has always been about community.”

Donna Carpenter,

Burton Owner & Chair of the Board

LEARN MORE ABOUT JAKE

“Jake built Burton on a simple belief: snowboarding brings people together. While we watch individual athletes compete, what Jake understood, and what our riders embody, is that snowboarding has always been about community.”

Donna Carpenter,

Burton Owner & Chair of the Board

LEARN MORE ABOUT JAKE

Built on Community

This collection is a tribute to Jake's vision, which is now carried forward by riders around the world who continue to push the sport while staying true to its soul.

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