Burton Restructures Softgoods Department


Burlington, VT – To better address the different fashion and functional needs of men and women, Burton has divided its Softgoods product management staff into two distinct women’s and men’s apparel divisions. As a part of the reorganization efforts, Burton added two new directors of the men’s and women’s apparel and bolstered their staff on the design and technical side.

Karly Dodson is the new Director of Women’s Apparel. Karly came to Burton with several years of experience designing product for the junior and tween market. In the past, she has held head designer positions at Zutopia (Wet Seal Corp) and Paul Frank, as well as a designer position at Target Corporation where she designed and coordinated the Mossimo kids products in their inaugural year at Target. At each of her past positions, she was heavily involved with trend research, forecasting and product design for the youth demographic.

“Karly’s background is a perfect match for her new role as the Director of Women’s Apparel at Burton, ” says Greg Dacyshyn, Vice President of Softgoods. “Burton was one of the first companies to create women’s-specific snowboarding outerwear and has always led the industry in advances in women’s-specific products. Karly will build on this legacy and take it in new directions by creating women’s product that is ahead of style and tech trends.”

On the men’s side of things, Burton’s own John Lacy will be stepping up to the position of Director of Men’s Apparel. John has been with Burton Snowboards for six years and turned the Burton and Analog bag lines into a thriving business unit. As the Bags Product Category Manager, John managed hundreds of bag and accessory designs throughout the entire production process – from initial conception through final production. He created a solid sourcing structure with partners in Asia that resulted in highly innovative bag lines at competitive prices. Among other things, John brought to market an extensive travel and board bag line, technical snowboarding backpacks and the super successful Liquid Lounger pack that features all the necessary beverage accessories for a good time on the snow. He also created Burton’s first accessory line, featuring belts, wallets, CD/MD cases and more.

“John increased bag sales significantly during his four-year tenure – an incredible feat in itself, especially considering he was the sole force behind Burton’s bag business,” states Dacyshyn. “Based on his experience of expanding Burton’s bag business and creating innovative products, John is the best person to manage the growth and ongoing success of the men’s outerwear and thermal product lines.”

In his new role, John’s goal is to grow the apparel business by working closely with team riders, dealers, sales, marketing and manufacturing partners to create a diversified product line that will meet the various needs of Burton’s riders and customers. In addition to Karly and John, Softgoods recently hired Advanced Technologies Product Manager Larry Hart and Art Director Charlie Trefry.

Larry’s main role is to discover, research and implement new technologies throughout the entire Burton outerwear product line. Larry will build on the momentum of Burton’s past breakthrough tech products like the Burton Amp Jacket, the world’s first jacket with an integrated iPod control system. Larry has a wide range of experience in the board sports industry and outerwear design including past positions as the Marketing Manager at Wave Rave Snowboard Clothing Company and Mountain Wear Product Manager at Rip Curl. He was also the Senior Product Line Manager at Under Armour Performance Apparel where he conceptualized, developed and implemented new products and fabrics for team sports.

Like Larry, Softgoods’ new Art Director Charlie Trefry has strong industry-related experience as well. Prior to working at Burton, Charlie was the Art Director for Bell Helmets in Santa Cruz. He was also the U.S. Art Director ffor NeilPryde Wetsuits in the late nineties. At Burton, he’ll be working with Softgoods product managers to develop new logos, colorways and graphics for Burton’s entire line of jackets, gloves, bags, tees and other Softgoods apparel.

Burton welcomes Karly, Larry and Charlie to the Softgoods crew and congratulates John on his recent promotion.