Burton Snowboards and Mountain Dew today announced a new partnership focused on improving sustainability in apparel and outerwear. Specifically, for the 2012 and 2013 product seasons, the two brands are working together to change the way outerwear and apparel are made, by creating sustainable fabrics out of recycled plastic bottles and implementing this material into key products within the Burton line.
The first round of products from this partnership was released today and features a hand-crafted line of t-shirts made from 50% recycled plastic bottles and 50% organic cotton. Part of Burton’s Green Mountain Project, which is a line of products created with an eco-influence, the limited edition Burton x Mountain Dew tees include three styles, ‘Apparatus’, ‘Flake’, and ‘Chairway to Heaven’. Inspired by a Rube Goldberg drawing, the ‘Apparatus’ style features a drawing of an imaginary machine that is converting plastic bottles into recycled PET pellets, which are ‘snowing’ down into the shape of Burton’s classic mountain logo. The ‘Flake’ model has a simple, bold hand-drawn snowflake with the word ‘Burton’ etched in the center. Finally, the ‘Chairway to Heaven’ tee features a drawing of an empty chairlift intended to depict the peace of the mountains and how much snowboarders depend on nature for their sport. Each t-shirt retails for $27, and the series is available beginning today exclusively at Burton US Flagship stores.
This first collection of t-shirts is just a taste of what Burton and Mountain Dew have planned when it comes to integrating recycled plastic bottles into fabric. For future product lines, the brands will continue to increase the number of styles that use this sustainable fabric, with outerwear being the next key focus. Starting in the fall of 2012, Burton will also expand distribution of these products to Burton Authorized Dealers, so local snowboard shops can carry these new, sustainable outerwear and apparel styles.
Professional snowboarder Danny Davis, who rides for both Burton and Mountain Dew, is backing the new sustainability partnership and had this to say, “For me, being a part of the Burton and Mountain Dew project is just a cool way to help the environment, and it’s good to see both companies working together to reduce and reuse some of their materials.”
To see what else Danny has to say about the new Burton and Mountain Dew partnership, head here: http://youtu.be/7YDNZW3CEVY
In 1977, Jake Burton Carpenter founded Burton Snowboards out of his Vermont barn. Since then, Burton has fueled the growth of snowboarding worldwide through its groundbreaking product lines, its team of top snowboarders and its grassroots efforts to get the sport accepted at resorts. In 1996, Burton began growing its family of brands to include boardsports and apparel brands. Privately held and owned by Jake, Burton’s headquarters are in Burlington, Vermont with offices in California, Austria, Japan and Australia. For more information, visit www.burton.com <http://www.burton.com> . You can also follow our line at facebook.com/burtonsnowboards and twitter.com/burtonsnowboard
About Mountain Dew
With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew Voltage® and Mountain Dew White Out®. For more information, check out www.mountaindew.com or www.facebook.com/mountaindew or on twitter @mtn_dew.
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