Jake Burton Carpender is a local guy, living next door in Stowe. I was introduced to him once, last year I think, by my neighbor who works as his wife’s personal assistant. That is the extent that I know him. He is better known as the founder of Burton snowboards and is a pretty big deal in the world of snow. He has been a true benefactor to many community programs, including a youth program in Burlington Vt. that servers troubled youth.
This year the company has stepped the line. I can’t seem to snag the pictures of the boards, but the line called “love” is soft porn. Old playboy pictures on the boards with nude white women. Here is the tag line. I got this from an online snowboard dealer. http://www.tactics.com
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.
There is a second line called Primo that has graphics of self mutilation. Granted it is in a rough cartoon style, but mutilation is mutilation. Not exactly an image that I want to see prior to going into the lodge for a nice lunch.
Burton has said that they will have the boards wrapped in the stores, as not to offend, and that they will only sell to patrons 18 and up. WCAX is our local television station and I swiped this from them. http://www.wcax.com
Here is a statement about the boards issued by Burton CEO Laurent Potdevin:
“As a result of the opinions of an isolated group of individuals, we want to clarify where Burton stands on our board graphic artwork. We respect everyone’s right to his or her own opinion, and we also respect the right to protest. That said, here is our position: Burton supports freedom of artistic expression. Board graphics are artwork, and art can be offensive to some and inspiring to others. Snowboarding is a sport and a lifestyle where boundaries are pushed in terms of artwork, similar to the world of music, video games and movies. From Lange ski boot ads since the 1970’s featuring barely clothed women, to the Burton Love series, winter sports have a long history of tongue-in-cheek graphics and advertising. Our product development process is driven by riders, and when some of our pro riders asked for these graphics, we backed them. Burton is a global company, and these boards have been embraced and are a success around the world. We are not breaking any laws by creating these boards, and it is our sincere belief that these graphics do not condone or encourage violence towards women in any way. Burton’s support of women, from entry level employees here in Burlington to our team riders on Olympic podiums, is unparalleled. We, as a company, are immensely proud of our record here. We will keep these boards in the market and have no intention of recalling them. “
Well, using an image of a young woman as a sexual object sells products. It just does. So lets call it for it really is. Don’t call it freedom of artistic expression and hide behind who you are selling the boards to. Professionals who actually make a living from riding a board are few and far between. Burton is targeting young mostly male adults. Why would they pull a product that is potentially going to sell big.
There are several groups here in Vermont that have come out in protest to get the company to pull the boards. Ain’t going to happen.
So it seems to me, if you really want to make a change, then go after the ski mountains and see if you can get them to put a decency limit on boards. After all, if I can’t legally ride a board naked in a public area, (which is a really terrible idea ) then the naked boards should not be allowed either.
Just a thought.
