Burton Snowboards has a reputation for pushing the boundaries, but the Burlington company may have gone over the edge with two new product lines that have outraged women’s groups and anti-violence advocates.

One, called “Love,” features Playboy models in various stages of undress; the other, dubbed “Primo,” features graphic illustrations of hands being mutilated by scissors, a box razor and a pit bull. The company is selling “Primo” with the tag line, “Mutilate the mountain, then terrorize the streets.”

An email and phone campaign to register consumer disgust with the new products made its way to Seven Days today. Among the organizations that plan to contact Burton (or already have) are the Girl Scout Council of Vermont, the Vermont Network Against Domestic and Sexual Violence, and S.A.F.E Alternatives, a national group that offers counseling and treatment advice to people who “self-injure.”

In an email to the company, one Colchester resident asked Burton, as “a leading producer of youth culture,” to “rethink” the new lines. “Is this what you want as ‘cool’ in our world? And why aren’t there nude males on any of the boards??”

An email response from Burton explained that the Playboy “limited edition” boards were created at the request of two professional snowboarders. “Both Burton and Playboy were founded on principles of individual freedom,” the response stated, “and the collaboration has resulted in boards that reflect this attitude.”

The company’s response also offered the opinion that the “Love” boards, which will be “fully wrapped with an 18+ age disclaimer,” are destined to become collector’s items.

While the Playboy line is misogynist and distasteful, the “Primo” boards are violent and outright disturbing. Stephanie Kaza, of the UVM President’s Commission on the Status of Women, called the bloody images “unconscionable” and pledged to help organize pressure on Burton.

We called Burton for comment, but the company has yet to respond. We’ll let you know what they have to say.

UPDATE: Editor’s Note: Opponents of the boards have started a Facebook group.

UPDATE: I just got off the phone with Shana Frahm, Burton’s global PR director. Frahm forwarded two brief corporate statements on the “Love” and “Primo” lines and told me the company would have nothing else to say about the matter for now. Burton executives, she said, “were not available for comment.” I asked Frahm whether the company had received many complaints about the new product lines, but she declined to speak on the record.

Here are statements. I included hyperlinks to some recent press about the artists behind the new boards.

Burton/Playboy Love Collection
The Burton Playboy limited edition snowboards were created at the request of two of Burton’s professional snowboarders Mikkel Bang and Keegan Valaika.  Both Burton and Playboy were founded on principles of individual freedom, and the collaboration has resulted in boards that reflect this attitude.  The imagery on the boards is tastefully done, and we believe that they will be collector’s items. The 1000 snowboards will be fully wrapped with an 18+ age disclaimer to purchase.

PRIMO
Burton has a long history of working with artists on snowboard graphics. When collaborating with an artist, Burton does not restrict the artist’s freedom of expression. The Primo graphic was created by world-renowned skate artist Todd Bratrud, who has worked on projects for such companies as Vans, Volcom and Flip Skateboards. Burton is proud to collaborate with artists like Todd.

This article appears in Oct 1-7, 2008.

89 replies on “Burton’s Offensive New Boards *UPDATED*”

  1. i like how this is an issue on the same site that offers on the splash page its personals section “If you’re looking for full on kink or BDSM play, you’ll get what you need here” and has art of a woman’s legs in heels and handcuffs. i demand you take down that page or i am going to boycott your paper and all its advertisers. shame shame shame seven days… now i am totally offended. see how easy it is to point the finger… lets rally people!!!!!!!! down with the sexist seven days and it stance on women and bondage!!!!!!!

  2. Not too worried about helping Burton’s sales department, they do pretty well on their own. I am happy to take the opportunity to talk about issues regardless. Nothing in the public field of discussion should be “off limits” for discussion. I think public feedback is important in the democratic process and am not really interested in making laws to tell corporations what to do with their art (although in some cases it is actually relevant and necessary such as in marketing to children etc.) but happy to tell them how it makes me think, feel and respond.

  4. From the Free Press: While Burton is getting a good deal of flack about its Coalition line, Waterbury’s Rome Snowboards has not received any negative feedback from its risque “Artifact” line. The “Artifact” boards are meant to be reminiscent of 1970s New York City strip joints, says Ryan Runke, Rome’s marketing manager. The boards feature a neon base with the words “Bend Over Babes” or “Live Nude Girls,” depending on the model. The top sheets have outlines of naked women on them.

  5. Keegan Valaika and Mikkel Bang are the snowboarders, I don’t think Burton has EVER denied that- the Love board has been in the Burton line for years. Whatever, Burton can do what they want. You and I know that these silly articles and blogs- and facebook pages (!) are making these boards only more sought after. The less you talk about it, the less press they will get.

  6. Burton should not feel that they have to lower their quality level in order to competewith others. They have always been top dog. see this url:http://www.burton.com/gear/#/gear/boardsmatrix/mens/boards/no mention of limited edition for boardsno mention of 18+ only can buy themno mention of snowboarders who requested these imagesno mention of the “artist’ who was given free reign to design whatever he wanted???And lying in their stock email is stupid. See below.Why don’t they stand up and proudly announce who the snowboarders are.And write the real facts?And stop hiding.GadThank you for your feedback and sharing your opinion. The Burton Playboy limited edition snowboards were created at the request of two of Burton’s professional snowboarders. Both Burton and Playboy were founded on principles of individual freedom, and the collaboration has resulted in boards that reflect this attitude. The imagery on the boards is tastefully done, and we believe that they will be collector’s items. The snowboards will be fully wrapped with an 18+ age disclaimer to purchase.

  7. I agree with Suzie here folks. Real individual freedom, as others have pointed out, is choosing NOT to objectify women, especially on products like snowboards. Its not just the naked women, its the whole attitude that goes with the board. If you look at the Burton site its says about this board:Hi. My name is Love™ and I’m on the market for someone who’s looking to score serious action, no matter where they like to stick it. I enjoy laps through the park; long, hard grinds on my meaty Park Edges followed by a good, hot waxing. Whether you’re hitting it from the front or the back, my mid wide shape, supple flex, and twin tips like it kinky. Keegan and Mikkel love riding me, I hope you will too.”Give me a break, give women a break and give our sons a break about what they are being taught about objectifying women.

  8. So basically Burton has joined the ranks of corporate America. Profits over people, profits over accountability. This is not about censorship, art, or individual freedom, this is about money and corporate responsibility. The Love boards are wrapped, just like porn magazines are because of public decency laws. The difference is you take your porn magazine to the bathroom or your bedroom, not to major ski resorts where young kids ski & ride. Parents shouldn’t have to deal with worrying about exposure to this mountain pollution. And, come on, the ‘if you don’t like it, don’t buy it’ crap is a cop out. I won’t buy it but others will and so it’s out there all the same. I’m not shocked by these images, I know they’re out there. They just shouldn’t be out in the public space, further debasing our culture. And this isn’t only about the nude women; the glorificaiton of self mutilation (a precursor to suicide, by the way) is even more disturbing. What is Burton thinking? All this reflects negatively on their company. And I for one am extrememly disappointed that our home grown Vermont success story has joined the rest of corporate America of hiding behind free speech and taking zero responsibility for its role in creating youth culture. SHAME ON BURTON! 🙁

  10. Golly gosh darn. First the undercapitalized “V” and then the extra “find”.That naughty little secretary of mine is getting a good spanking.

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