- Buyer's Guide
Burton x JackThreads Sideways Edition Launch Party
Situated in the center of Soho, New York City is the Burton flagship store. Across the street and up a couple of floors up is home to the JackThreads office. So it was only a matter of time before the world’s leading snowboard company and the Internet retailer would meet, become friends and then collaborate. The basis for the bag launch is simple: take what Burton has been doing really well, which is make functional, fashionable and durable bags and add some of that JackThreads flavor to it. What was created is three capsules: “Mountain Side”, “Side Street” and “Sea Side”. Each one has an aesthetic that speaks to its respective lifestyle.
When rumors spread that there would be a launch party I got hyped. Burton is legendary for their parties and tied in with a really cool collaboration I couldn’t wait.
“The basis for the bag launch is simple: take what Burton has been doing really well, which is make functional, fashionable and durable bags and add some of that JackThreads flavor to it.”
When I got to the store around 5:30 to scope out the situation, a line had already been formed with about 40 people, wrapping down the side of the store. Lucky for us it wasn’t a blazing hot day like we had a few days before so it was all good. The employees were setting up the feature window display and it gave me a closer look at the bags. But they were still behind the glass; at this point I was getting amped to check them out for myself. While shooting photos outside I ran into Al Raddock from JackThreads (JT). We talked about the collaboration for a minute and then he got me in a little early to check things out before it got crazy.
Once inside I was introduced to the typographical artist and graphic designer, Kyle Earl. He’s a local artist who was commissioned to create the artwork and the logo for the collaboration and the evening. The piece that was featured by the door took about three hours and was done all by hand. Nice!
As I said before Burton always brings it, and with the JackThreads component it took it to the next level. Let me explain. Usually the Burton parties feature one food vendor and one drink vendor. When JackThreads is the collaborator you get three different drink vendors and five different food vendors!
There were waiters who greeted us with cans of Montauk India Pale Ale and Brooklyn Summer Ale; if beer wasn’t your thing you could head over to the bar and get served by Virgil Kaine bartenders hand-shaking up ginger infused bourbon craft cocktails (the “Land Cruiser” and “High Seas”). You definitely weren’t going thirsty. If drinking on an empty stomach isn’t your thing they had plenty to snack on too. Taking cues from the bag capsules there were lobster rolls, Wisconsin brie & fig grilled cheese sandwiches, cheeseburger sliders and Insomnia s’mores cookies. If you get nothing else from this article the Burton and JackThreads collaboration made for some great food and drink.
Over 200 VIPs were in attendance. It was full, but not so nuts that you couldn’t get a drink or food. Everyone had their favorite bag as they hovered around the display. It was cool to talk to people about what bag or capsule they liked most and why.
Enough about me stuffing my face with food, let’s get into the bags and break down the three capsules.
The “Mountain Side” capsule consists of the Annex backpack, a Beeracuda and a Backhill duffel bag. The body material is a durable canvas in tan and vintage style webbing in red, white and blue which has a nice retro Americana look. It definitely looks like it can withstand the rigours of hiking, camping or your next skate or snowboard trip.
“The “Mountain Side” capsule consists of the Annex backpack, a Beeracuda and a Backhill duffel bag.”
Pictured below are the JT Annex backpack and the JT Backhill duffel bag.
The ”Side Street” is for the commuter or urban adventurer who is looking for something a bit more high fashion, but still durable and functional. The material is a tarpaulin material with a high-density silicone gel micro dot allover print. It’s stealth with style. This capsule consists of two bags, the JT Backhill duffel and the brand new – and exclusive to JT – Tinder Tote which is a tote that can transform into a backpack. Built on the foundation of the Tinder pack, this was my favorite piece as I don’t have many totes in my collection and the ones I do have don’t transform into a backpack. I also like the Backhill duffel bag in this material and can see them both as a nice way to get away for the weekend and have everything I need.
“The ”Side Street” is for the commuter or urban adventurer who is looking for something a bit more high fashion, but still durable and functional.”
Here are a few pictures of the Tinder Tote. If you look closely you can see the micro dot gel print.
This is the Backhill duffel in the black micro dot gel print.
And last but not least the “Sea Side” capsule has that nautical feel that is perfect for your summer shore vacation or a day on the lake. The bags in this theme are the Tinder pack, the Backhill duffel and the Frontier pack. The material varies from nylon to canvas and ripstop and the webbing is boating-inspired. This is another timeless look that can be used summer after summer and never go out of style.
“…the “Sea Side” capsule has that nautical feel that is perfect for your summer shore vacation or a day on the lake.”
Below is the Tinder pack and in the picture frame is the Backhill duffel.
I got a chance to meet some of the key people who made this collaboration possible. Chris Bernard of Burton Snowboards, Al Raddock, Melissa Ng and Mark Walker of JackThreads.
I picked Al’s brain a bit on how this collaboration was born and he said it was basically in a brainstorming session. They wanted to get into bags and the first brand that came to mind was Burton. He ran it up the flagpole and everyone was on board. He then pitched it to his Burton contact and the idea became a reality. With a ton of people behind the scenes the project is finally done. I asked him what was next and he said we’ll have to wait and see. Don’tcha just hate that!!!
I had a great time checking out the new bags and this was a great way to launch the Burton x JackThreads bag collaboration. It definitely got me thinking about my late summer carry options. You can pick them up now at www.jackthreads.com.