LISTEN TO
THE RIDERS
(1987-1997)
Snowboarding’s teenage rebellion and an explosion of culture and expression. Corporations try to buy in, but Burton stays independent and navigates the chaos with a single ethos: listen to the riders.
50 years later, discover some of the moments, products, and people that helped shape the era.
1989
Craig Kelly Changes the Game
Burton’s first pro model hits shops in 1989. Developed directly with Craig Kelly, the Mystery Air signals a bigger shift toward rider influence.
Craig pushes for riders to have a louder voice in product and beyond, helping shape an idea that would guide Burton for decades: listen to the riders.
Rider: Craig Kelly / Location: Telluride, Colorado / Photo: Bud Fawcett
1992
New School Takes Over
A new school of skate-influenced riding and style is taking over, with Jeff Brushie at the forefront of a generation doing things differently.
Technical tricks, looser fits, skate-inspired graphics, and a new attitude are tweaking the recipe for an entirely new generation of jibbers and jumpers.
Rider: Jeff Brushie / Location: Stratton, Vermont / Photo: Trevor Graves
1995
Freestyle Explodes
The iconic Burton Twin arrives in 1994. By 1995, groms like Jeff Anderson are growing up in the park with the tools and terrain to rethink what can be done on a snowboard.
Switch riding, bigger tricks, and a new generation raised on freestyle are innovating in every direction.
Rider: Jeff Anderson / Photo: Jeff Curtes
1996
Women Push the Progression
By the mid-’90s, the gear is catching up with what women are doing. Forget “shrink and pink.” We’re talking women’s-specific boards, boots, bindings, and outerwear.
In 1996, Shannon Dunn gets Burton’s first women’s pro model, putting her name, riding, and input directly into the product.
Rider: Shannon Dunn / Photo: Jeff Curtes
1996
The Gear Gets Personal
By the mid-’90s, riding, style, graphics, and gear are all becoming forms of self-expression. Bryan Iguchi brings it together on his pro model.
Riders aren’t just influencing how their gear performs anymore. They’re helping shape the whole package, from the ride to the look and everything in between.
Rider: Bryan Iguchi / Photo: Jeff Curtes
1997
Snowboarding Goes Mainstream
Once banned from most resorts, snowboarding is headed to the Olympics as its popularity explodes around the world.
But going mainstream brings new battles. In 1997, Burton joins an industry lawsuit challenging how riders will be selected for the U.S. Olympic team.
Location: US Open at Stratton, Vermont / Photo: Shem Roose
1989
Craig Kelly Changes the Game
Burton’s first pro model hits shops in 1989. Developed directly with Craig Kelly, the Mystery Air signals a bigger shift toward rider influence.
Craig pushes for riders to have a louder voice in product and beyond, helping shape an idea that would guide Burton for decades: listen to the riders.
Rider: Craig Kelly / Location: Telluride, Colorado / Photo: Bud Fawcett
1995
Freestyle Explodes
The iconic Burton Twin arrives in 1994. By 1995, groms like Jeff Anderson are growing up in the park with the tools and terrain to rethink what can be done on a snowboard.
Switch riding, bigger tricks, and a new generation raised on freestyle are innovating in every direction.
Rider: Jeff Anderson / Photo: Jeff Curtes
1996
The Gear Gets Personal
By the mid-’90s, riding, style, graphics, and gear are all becoming forms of self-expression. Bryan Iguchi brings it together on his pro model.
Riders aren’t just influencing how their gear performs anymore. They’re helping shape the whole package, from the ride to the look and everything in between.
Rider: Bryan Iguchi / Photo: Jeff Curtes
Snowboarding’s teenage rebellion and an explosion of culture and expression. Corporations try to buy in, but Burton stays independent and navigates the chaos with a single ethos: listen to the riders.
50 years later, discover some of the moments, products, and people that helped shape the era.
1992
New School Takes Over
A new school of skate-influenced riding and style is taking over, with Jeff Brushie at the forefront of a generation doing things differently.
Technical tricks, looser fits, skate-inspired graphics, and a new attitude are tweaking the recipe for an entirely new generation of jibbers and jumpers.
Rider: Jeff Brushie / Location: Stratton, Vermont / Photo: Trevor Graves
1996
Women Push the Progression
By the mid-’90s, the gear is catching up with what women are doing. Forget “shrink and pink.” We’re talking women’s-specific boards, boots, bindings, and outerwear.
In 1996, Shannon Dunn gets Burton’s first women’s pro model, putting her name, riding, and input directly into the product.
Rider: Shannon Dunn / Photo: Jeff Curtes
1997
Snowboarding Goes Mainstream
Once banned from most resorts, snowboarding is headed to the Olympics as its popularity explodes around the world.
But going mainstream brings new battles. In 1997, Burton joins an industry lawsuit challenging how riders will be selected for the U.S. Olympic team.
Location: US Open at Stratton, Vermont / Photo: Shem Roose
STRAIGHT OUT OF THE ’90S
Biolight outerwear, the iconic ’94 Twin snowboard, and archive-inspired tees and headwear.
Drop 2 of our 50 Years of Snowboarding revives a defining era of freestyle, updated to modern standards.
STRAIGHT OUT OF THE ’90S
Biolight outerwear, the iconic ’94 Twin snowboard, and archive-inspired tees and headwear.
Drop 2 of our 50 Years of Snowboarding revives a defining era of freestyle, updated to modern standards.
ALL THE WAY UP
(1997-2007)
The 2000s turned all the way up. Riders progress to new heights while Burton pushes what’s possible through innovation, purpose, and women in leadership. Snowboarding becomes limitless.
