R.I.P. Ronin, Hello Burton Restricted
mike lewis
- December 01 2008
- 3,131 views
- 51 comments
After launching production in 2002, Burton announced it will discontinue its Ronin brand line after the 2008/09 season. The company will instead be rolling out a new specialty retailer focused collection called Burton Restricted. The new line of jackets and pants, which will be restricted to a similar set of accounts as Ronin, will be targeted “towards 16-25 year old ‘die-hard riders,’” and will launch for the 2009/10 season. Transworld Business caught up with Burton Vice President of Soft Goods John Lacy to get the scoop.
Burton Vice President of Softgoods John Lacy
Photo: Courtesy of Burton
TWB: Can you give me some history on the decision to morph Ronin into Burton Restricted? Is that an accurate description of this?
John Lacy: We didn’t morph Ronin into Burton Restricted. Burton is built on being progressive and ahead of the curve. We challenge our team riders and designers to think outside the box, and with that comes change. It was just a time for change, and we dissolved the Ronin collection and started fresh with a new concept for Burton. This collection allows us the opportunity to take more risk with Burton and invite more riders, artists and designers to our brand.
TWB: Ronin seemed like it had decent distribution and brand recognition, why go away from that name?
JL: Ronin rode out on a strong note, and we felt it was just time to change the game…
Burton Restricted Booth Team Jacket and Chigurh Pant
TWB: Instead of a separate logo like Ronin has, Burton Restricted is using Burton branding. Was this decision due in part to capitalize on Burton’s brand equity?
JL: This collection is branded Burton and is included under our Burton umbrella of products. The Burton brand name is strong and synonymous with snowboarding, so we felt we should use the brand name to provide a collection of products just for our specialty snowboard retailers.
TWB: It sounds like Burton Restricted is going to be very team-driven and progressive. I understand creative control is coming from Mason, Keegan, Kazu, Yale, Luke Mitrani, and Jack Mitrani. How will the looks differ from the other Burton lines?
JL: This line consists of progressive styles developed together with some of our most influential riders. These guys are changing the face of snowboarding and they want products that speak to their personalities. The line is made up of cool color blocks, progressive prints, and longer team fits. We spent the time and money to invest in unique trim applications and custom Dryride materials that continue to push for the best functionality, value, and quality riders expect from Burton.
TWB: How will pricepoints compare with your other lines?
JL: This Burton Restricted Collection is a small offering of jackets and pants with very competitive prices. We wanted to be able to offer our riders and retailers something very similar in price to our main Burton line, but with a younger progressive edge. I think customers will be stoked on the value of these products.
TWB: Will Burton Restricted be distributed in the same manner as Ronin and to the same accounts?
JL: This collection will be restricted to a similar set of accounts as Ronin. The Burton sales team will work with each region to analyze the account base for this program. The list of accounts hasn’t been finalized at this time.
TWB: What else will be different outside the name?
JL: This is a tight line of creative design of the products, Team Fit, pop colors and color-blocking and the materials we have used to develop such a collection.
TWB: Why should core, specialty retailers be excited about this change?
JL: The specialty retailers should be stoked as they get great quality products, fresh design, and competitive prices carrying the brand power of Burton. We are dedicated to making this program a success working with our retailers around the world.
TWB: Are you targeting the same demographic as Ronin?
JL: This customer is a dedicated die-hard rider age 16 – 25 looking for the ultimate set-up to showcase their progressive riding style.
TWB: Why’d you go with the name “Restricted”?
JL: Restricted by itself is not really the name – we refer to the line as Burton Restricted. Consider it a collection of Burton product that is “restricted” to select distribution. Just consider it a tier of the Burton Collection. Kids always want what they can’t have!
TWB: What will be included in the line for the first year?
JL: Quick Line breakdown: Names are linked to villains from pop-culture.
• Kurtz Down Jacket $380
o Fresh Down Jacket – freaky, creepy, stretchy fabric – like extra terrestrial skin!
• Chigurh Jacket $290
o Retro Colorblocked and Fabric Blocked style – 20K waterproofing with light Thermacore Insulation.
• Dyer Jacket $250
o Funky Puffy Design – butter soft microfiber fabric – weathered patches
• Plainview Jacket $220
o Heathered Herringbone Fabric with a street inspired design.
• Booth Team Jacket $210
o Team Focused Coach’s Jacket Style – extended length – crazy animal prints
• Ratched Jacket $200
o Utilitarian design with multiple cargo pockets
• Chigurh Pant $240
o Dope 20K Cargo Pant in a burly canvas fabric for maximum durability for metal benders and tree shavers around the world.
• Bates Cargo Pant $180
o ADL Pant with Asymmetrical Cargo Pockets – Different Fabrications for various colorways
• Wilkes 5 Pocket Pant $180
o Mid-Fit 5-pocket style pant – cool heathered denim fabrics – dialed fit
TWB: What three words best describe Burton Restricted?
JL: Riders Having Fun
TWB: Anything else you’d like to add?
JL: Go seek this product out – I think you will be stoked.
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October 27th, 2008 at 9:50 pm
it think it’s wonderful that they’re focusing spcecific product on specialty retailers. I think it also a tough economic argument when every one of those “specific lines” are blatant burton product that is marginally mareketed in a different vein. This seems like it cut both ways. burton can take more chances with restrcited, but at the same time, the backlash comes straight back on them as there name is associactd with it. doesn’t seem very clever after the backclash from from the love bards. had those been ronin graphics, this would have been a moot point in my view. however, burton sells a hell of lot better than ronin, which means notihng to 7-75% to mainstreams
October 28th, 2008 at 5:43 am
oh man, here we go again. the slow death of a brand is always entertaining to read about i supppose. game over guys. game over.
October 28th, 2008 at 5:49 am
First off, not sure how you can have a cohesive brand that is art directed by a team of riders. Just because you may be a sick rider doesn’t mean that you have any clue how to design clothes for retail….Second, to say that the brand, “Burton Restricted” is about “Riders Having Fun” is not only such an overused cliche, but also an oxymoron. A brand that is overpriced and sold only in select shops is more about “select” kids having too much money. You can’t buy “FUN.”
October 28th, 2008 at 5:53 am
hey die harder, you should invoice burton on your advice. they need it.
October 28th, 2008 at 5:56 am
Thanks Zelda! I’d be happy to help out burton, however I believe they can’t afford me, as they often use the line, “People don’t work here for the money, it’s more about the brand and living in Vermont.” I think they’ve been doing some heavy recruiting from Tropicana. Snowboarding is also a dying sport among the employees as they have just purchased a very large ping pong table that sits next to their rotting skate ramp.
October 28th, 2008 at 6:10 am
rotting? the mini and bowl looked like they were in pretty good shape to me last weekend. not to mention there were about 20 or so individuals setting up the stash boxes on the side of the building with ice rink snow. I’m pretty sure snowboarding is not dying if people are putting that much effort in to get some pre season rail sliding in mid october
October 28th, 2008 at 6:34 am
seems like the only people who compliment burton are the people that work there. that is until they get canned with seasonal layoffs.
October 28th, 2008 at 6:37 am
of course snowboarding isn’t dying! how could it be dying when there’s this awesome new brand called “Burton Restricted” that just launched! Silly Jerome, get back on on that ramp and shred some FUN!
October 28th, 2008 at 6:40 am
The big question is will burton be selling this at their online store? My guess is yes. Really restricted. Just like analog and everything else. They throw out the hook, we bite and they pull in more of our $$$.
October 28th, 2008 at 6:43 am
ok folks, let’s take a look at the burton restricted logo at the top of this page for a minute… ok let’s see, oh clever! look at that! for a second i thought i was looking at the R rating for a movie but actually it looks like it’s melting and morphing into the letter B. AND it’s nicely crafted into stencil form so all the kids can spray paint it on their grip tape too. ok oh wait there’s some small text there too… let’s see, by “only available at select authorized burton retailers” they mean DICKS sporting goods right? i’m going to have to give this logo a citation for lack of creativity and failure to make any sort of sense.
October 28th, 2008 at 6:45 am
I think they will only be selling the Restricted line in Alaska because it’s really cold up there and we like to be coolin with our “R” rated duds. But if I’m in the White House I’m gonna lobby the Senate to get those Burton dudes to sell direct to Washington. I really hope I get wireless in the White House, especially in the bathroom cus that’s where I get my most important business taken care of. Don’t forget to vote!
October 28th, 2008 at 7:32 am
lolwut?
October 28th, 2008 at 8:10 am
FUN is so played out, everybody snowboards because it’s fun, enough said. Airblaster’s “FUN” shit cost just as much as anybody elses “FUN” shit. Having lines like Burton Restricted and Ronin is smart business and its a good way to keep good relations with your core accounts. Its the same exact shit as Nike running SB’s in only core accounts and then creating 6.0’s just to service chain accounts such as Zumiez and PacSun… how many of you bitching about Burton are running SB’s like theirs no tomorrow? Try this for change, go snowboarding and do what makes YOU feel happy and stokes YOU out. Stop worrying about what the market says is hot and whats not.
October 28th, 2008 at 8:19 am
Hmmm…. Select shops? I am assuming this will follow the same Burton program which means you will be able to get the stuff at Ross or TJ Maxx the following year… At least that was the case with Ronin. I like how they say it is not Ronin but then it was described as “team fit with lots of color and style for the 16-25 year old”…. I am confused???? That sounds exactly like Ronin!!!!
October 28th, 2008 at 8:49 am
Listen up…I invented snowboarding ok??? And I’m telling you this new line of Burton Retrofitted will be dope. So open your wallets and buy this crap. I mean stuff.
October 28th, 2008 at 8:59 am
HAHAHAHA
October 28th, 2008 at 9:02 am
LOL
October 28th, 2008 at 9:09 am
This project is just one of many “mid-life” crisis initiatives happening within those walls. Keep it core!
About 20 key employees within Burton have all quit within the last 2 months, all on their own accord. Those that haven’t quit are all scrambling to get the hell out of there. Nike recruiters don’t even need to lift a finger anymore.
Times have changed dramatically over there; people actually don’t want to work their anymore or ride for them (see gigi ruf). Layoffs are the last thing that will happen over there if they can’t even keep the people who are doing all the good work.
There is a lot more competition these days; I think you will see a decline in their business really start to take shape this year.
They have the potential to be a rad company again; but their leadership needs to be shaken up. C’mon Jake!
October 28th, 2008 at 9:16 am
I give this line 5 minutes. Why even bother, I used to love this brand, why the hell are they trying to be all things to all people. They should just forget about and stop trying so hardJust be the North Face of Snowboarding and forget about it. Not everybody who snowboards wants to look like a fucking fashion victim or sombody spilled a glow stick all over them at a lame as retro rave the night before. And we are like 60% or more of the market who actually have money to spend and don’t have to beg mommy and daddy for some cash. This line is just a waste of time and money. Get with the program accept who you are and go with it and stop acting like a brand in a mid-life crisis who is clinging to his youth like wigger to a bong. Grow up, you will never be the hip dude you once were, so lose the comb over your not fooling anybody.
October 28th, 2008 at 9:20 am
Oh and who is this John Lacy and how did he get to be a VP at Burton.
October 28th, 2008 at 9:28 am
sorry no SB’s on my feet Fantau. and FYI i’m not “worrying” about the market, i’m just enjoying reading about burton’s latest attempt. after all isn’t the point of “comments” to engage the community and let them express both positive and negative opinion on things?
ps. jake’s on line 2.
October 28th, 2008 at 9:29 am
can transworld create a new feature called, “drop it” instead of prop it? if they did then i’d “drop it” like 20 times on this piece.
October 28th, 2008 at 9:45 am
Yeah just like KORDA…..wait, what?……
October 28th, 2008 at 9:47 am
he started as a proform rep I believe…
October 28th, 2008 at 9:49 am
HAHAH….nice one zelda. i’ll see you on nintendo.
October 28th, 2008 at 10:11 am
anyone know more about KORDA - basically became analog, correct?
October 28th, 2008 at 10:13 am
that jacket is basically a varsity football jacket…great
October 28th, 2008 at 10:32 am
KORDA was going to be their street line of clothing. then someone said at burton, “hey why are we going to invest in creating this new brand when we have some equity in analog?” so awkwardly they had to twist analog from snow gear to street wear claiming that it was street wear with a “technical” twist. to this day i still don’t know what the “technical” twist is that makes it different from other street wear brands out there.
October 28th, 2008 at 10:34 am
hut hut hike!
i know and to me nothing spells fun like the outfit pictured above. i mean god is that “FUN” or what?
October 28th, 2008 at 2:41 pm
Wow..way to pick the cream from the crop. Man I never thought I would be a hater on Burton, I always defended them. But this is the lamest thing I have ever seen. Might aswell called it VIP or something = as boring.
October 28th, 2008 at 2:43 pm
Good to see they replaced all the creative talent they fired in the summer.
October 28th, 2008 at 10:26 pm
no wasn’t that weft…..
October 29th, 2008 at 8:42 am
you guys are so boring and expected…
every time there is an article about burton all the rats come out from their holes and start complaining.
its
companies always renew their sub brands, its a normal cycle, and restricted is just a name so cool down?
you were probably all the wanabe’s that never got discounts or free stuff (or maybe nobody really buys your brand despite the megaaa bazzz?)
grow up…
jealousy…. can make a man crazy…
go ride? you wieners
and john ? I don?t know you but it looks cool ? you will be judged by the success not by these kids.
Show some respect!
October 29th, 2008 at 9:32 am
WORD ROY! haters!
these kids, just wait until your ‘core’ brand hires some talent and actually makes some $$$ and sells out on you! it happened to me with VOLCOM. you will learn and dont try and tell me volcome fits into your ‘core’ definition. you can only try to learn as you mature.
October 29th, 2008 at 9:34 am
when is the “Rome by Burton” line coming out ?
December 1st, 2008 at 12:08 pm
hahahahaaha. this jon guy looks like a tool… he looks like he should be working for the gap. I just don’t get it… so they changed the name of Ronin to Restricted. You are brilliant Jon… get a life and learn a two or thing about snowboarding and stop making snowboarding gay.
December 1st, 2008 at 1:41 pm
What is wrong with you people? How do you not remember life before Ronin? Well it did exist, and it was pretty much the same as it is now. Before Ronin it was called something else, and before that it was called something else. Ronin was cool because guys like Romaine and Gigi were the trend at the time. Now they’re getting on in years and it’s time to attach a new name to some new faces. It’s retail. Out with the young and in with the younger.
Would Burton still be making money if Ross Powers was spinning a grab-less 720’s in adds for the new Biolight jacket?
Think about it, Jakes not laughing it up in his ptex tower thinking ‘this’ll throw a f##k into those bloggers lives.’
OMG Ronins gone! What are we going to do! We love that Ninja Star soooo much!
Onward and Upward.
December 1st, 2008 at 2:04 pm
keep sitting in your marketing chair at burton and stair at the trash. you are a poser who doesn’t ride… you and jon should work for abercrombie.
December 1st, 2008 at 3:01 pm
Recycling old news TW Biz?
December 1st, 2008 at 3:43 pm
Hey I know you. You’re the guy in the shop saying ‘Oh man this new Burton Restricted stuff is sooo rad. Mom, I neeeeed this jacket?’
December 1st, 2008 at 4:07 pm
Homie just lost his Product Manager Superstar to a fishing company. That says a lot.
Get out your life vests burlington; let the VP’s go down with the ship.
December 1st, 2008 at 7:08 pm
such silly haters. everyone should be glad burton makes stuff that just flies off of the shelves and keeps retailers in business. maybe shops should stock more bonfire crap that doesn’t sell?
December 2nd, 2008 at 6:54 am
Why did this lameness resurface again?
December 2nd, 2008 at 10:40 am
because people noticed the article mysteriously disappeared after receiving a lot of negative feedback…meanwhile burton has been trying to put out fires regarding their LOVE series…..and then burton got more heat for taking down this article (aka censoring) while also trying to justify not censoring their LOVE series……a lot of confusion going on up in vermont these days…..
December 2nd, 2008 at 11:06 am
This story was actually taken down due to some miscommunicaiton and needed to coincide with the print story in our November issue based on an agreement. There was no conspiracy, collusion or anything else going on.
December 2nd, 2008 at 11:08 am
But they get to bring their dogs to work; so in your face!
December 2nd, 2008 at 3:40 pm
Now THAT’S funny!
December 2nd, 2008 at 4:02 pm
Technine? oh wait…
December 25th, 2008 at 11:26 am
thats what i thought too
prices are wack too
almost 400 dollar jackets
they need to get that shit
out of their systems