Burton have dropped the threads that the snowboard division of Team USA will rocking at Sochi 2014. Have a gander below:
This is the third consecutive time that the Big B have designed Team USA's Olympic snowboard uniforms and you might remember the white pinstripe look from Turin as well as the plaid/denim look from Vancouver 2010. This year, Burton have opted for a patchwork quilt vibe that we're betting will have a bit of a marmite effect on people - you'll either love it or hate it.
Here's some background from the official press release:
To design the uniform for the 2014 Sochi Games, Burton once again turned to America’s heritage for inspiration. And nothing represents Americana more than handcrafted patchwork quilts and the American flag, which are both at the heart of the 2014 uniform. After a long hunt, Burton designers found the perfect vintage quilt at an antique fair. Then, they brought it home to Vermont where it was deconstructed and re-constructed by a veteran Vermont quilt maker in order to get it ready to replicate onto the outerwear fabrics.
Burton's Team USA offering incorporates elements from the national flag (on the left arm), and should Shaun White once again take gold in Sochi, we'd be willing to bet our left nut that we'll be seeing that American flag decorating his obligatory fist pump. He's probably getting into the habit of using that left arm as we speak...
BURLINGTON, VT (December 4, 2013) Today, Burton Snowboards is honored to officially unveil the 2014 U.S. Snowboarding Team uniforms that all riders representing the United States will wear during competition at the 2014 Winter Olympics. The Sochi Games will mark the third consecutive Olympics where Burton has partnered with U.S. Ski & Snowboard Association (USSA) to create one-of-a-kind uniforms designed for riders, by riders. The pinnacle pieces of the uniform consist of technical outerwear jackets and pants, and in addition, Burton is also supplying the 2014 U.S. Snowboarding Team with hats, gloves, base-layers and fleece to wear while competing.
“Back in 2006 and again in 2010, Burton stepped up to create the Olympic uniforms because we felt it was imperative that a snowboard company help drive the design around what riders want," said Jake Burton, Founder & CEO of Burton Snowboards. “Just like for Torino and Vancouver, the 2014 uniform was designed around feedback from some of the best American snowboarders to make sure that the design, fit and vibe represented our sport and our country in the best possible way. I can’t wait to see the riders on the podium wearing our uniforms."
To design the uniform for the 2014 Sochi Games, Burton once again turned to America’s heritage for inspiration. And nothing represents Americana more than handcrafted patchwork quilts and the American flag, which are both at the heart of the 2014 uniform. After a long hunt, Burton designers found the perfect vintage quilt at an antique fair. Then, they brought it home to Vermont where it was deconstructed and re-constructed by a veteran Vermont quilt maker in order to get it ready to replicate onto the outerwear fabrics. Following this, Burton developed a method to print exact replicas of both the quilt and a vintage American flag onto the fabric of the jackets. The end result is that the quilt pattern on the jackets looks like it was hand-stitched with patchwork squares – just like the original. And an exact duplicate of the vintage American flag is proudly featured on the jacket’s sleeve. With the design inspiration in place, the next step was to ensure that the outerwear would perform at Burton’s best-in-class standards so that the athletes are warm and dry in the unpredictable weather conditions that could be encountered in Sochi. So, Burton turned to the U.S. Army Natick Soldier RD&E Center to research and develop Burton’s all new DRYRIDE Vaporshell laminate, which is showcased for the first time in the Olympic Competition Jackets. The end result is a super waterproof and breathable fabric that can stand up to any weather condition.
The Burton Olympic Competition Pants were also designed with considerable care and attention to detail. Corduroy was chosen for the pant fabric since it has been a staple of American clothing for generations. To ensure the highest level of performance, Burton sourced a highly technical corduroy fabric (also featured on the shoulders of the Competition Jacket), which is weatherproofed with Burton’s new DRYRIDE Nanoshell laminate that features a waterproof/breathable membrane to keep the riders warm and dry. To round out the outerwear, Burton also designed all items that will be worn under the jacket and pants, including first-layer bottoms and tops, three different beanies, gloves/mitts and acozy wool/silk blend competition pull-over fleece.
“We’re really proud that the 2014 uniform builds on Burton’s legacy of creating fun, unconventional designs that stray from the formal, traditional look of most uniforms," said Greg Dacyshyn, Chief Creative Officer at Burton Snowboards. “The vintage quilt and flag print of the jacket combined with the corduroy pants give the uniform a ‘heirloom hippy’ vibe that lines up with snowboarding’s laid-back culture while paying respect to America’s longstanding creative heritage. It will stand out in Sochi for sure."
Michael Jaquet, the Chief Marketing Officer for USSA added, “USSA is proud to have snowboarding’s most iconic brand as our Olympic Team Uniform partner. Burton has once again raised the bar on design, function, and style with this kit and we congratulate them on once again capturing both the Olympic and American spirit in a uniform the athletes will be proud to wear."