The first floor of Burton's Chicago store is home to the men's softgoods department

Summer and winter went head to head at the opening of the Burton flagship store in Chicago.

It was 86 degrees and I was looking for a winter jacket. The irony of this was not lost. The late summer heat and humidity worked hard to melt the snow trucked in piled up at the storefront. The shorts and flip-flops outside gave way to puffy-coats and mittens inside.

This is the world Burton is bringing to Chicago, snowboarding on the mind 365 days a year. They definitely made lasting memories for the lucky few at the grand opening.

The first floor welcomes visitors with pictures of their team of pro riders and floor-to-ceiling pictures of mountains that most Midwestern riders will never see. The store is deep and the entrance gives way the men’s softgoods.

Base layer gear is hanging on racks in the center and prominently displayed at the head of one wall was the eye-catching AK 2L Squawk jacket, in hazel landscape. From here the walls are lined with jackets and pants in every print and style of Burton’s lineup.

I followed the outerwear back through Ronin and to the accessories area where they also stocked such goodies as the Flight Hoodie. In the rear of the store you will also find gear from Analog and a full selection of Gravis sneakers. The crowd was still thin when I caught up with Molly and Mason Aguirre on the first level.

We talked about the store, being from the Midwest, and what this store means for Burton.

Mason was quick to point out it’s not Colorado or California, but this is good for the Midwest. It will open more people’s eyes to snowboarding and everything Burton has to offer.

Molly chimed in saying the Midwest is often underrated, but Burton is making a commitment to it with the store. Burton realizes there are no mountains here but snowboarding is the same sport no matter where you are.

2007 Women's board lineup

The third floor opens up into the women’s department. It is a clean, well lighted place. The design is simple and the product speaks for itself. The walls are lined with camo prints and plaids of what seems like a million colors. The women’s hard goods are also located here and features the entire line of boards including the Avenue model from Japan. With the creation of the “B by” line and the dedication to women’s product in this store, it seems Burton has staked it claim in the women’s market. They are declaring that the women are equal players in this game and shall never again be relegated to gear designed for men.

The Grand Opening had a live DJ and the coveted CHI t-shirts

Fittingly this is where the most posh of the guests gathered. The women were well dressed and looked out of place at a snowboarding event. Yet with Burton opening stores in places as cosmopolitan as New York and Southern California, in the near future, these maybe the new target market. The company is proving with lines like B by Burton it can certainly cater to this city chic.

Back in the stairwell the progression of snowboards through the years continues on and ends up with the newest of the new on the fourth floor. Everything about this floor speaks of the Burton’s commitment to advancing the sport, yet maintains the core ideals. Natural light floods spills in and reflects off topsheets, bindings, and goggles.

As the sun faded the exposed brick of the walls became more pronounced. The crowd grew louder, fueled on excitement for the new gear, new store, and coming winter.

Jeremy Jones and Keir Dillon mingled with the crowd and signed boards. Hannah Teter and Elena Hight chatted up the place and looked over the new store.

As the bottles were emptied and the time at the store drew down guests began a last minute purchases. The Chicago Process tees were a hit and boards started moving. One guest was sure to get Keir’s autograph on his new Vapor. Even those who kept their plastic in their wallets were treated to limited edition T-shirts, a collaboration with local artist Struggle Inc.

DJ Kid Millionaire Steve Aoki on the turntables

From Walton St. the party moved to Soundbar for dancing and more drinks. The open invite packed in riders from all over the area. MDP’s Picture This was on the walls, and people were starting to dance. DJ Steve Aoki, aka Kid Millionaire, took to the tables and place erupted. The Pros and VIPs were lost among the crowd as the night raged through the night and Burton kicked off the Midwestern winter.

I didn’t ever get the jacket, but like any shop-kid, I’ll be back.

Thanks to Candace Dupre and Nyiah Wiggand for their hospitality at the new store and Jackson Taylor for dominating the customer service front.



The Burton Chicago store is located at:
56 East Walton Street
Chicago, IL 60611