Around this time of year, people from all over the country travel from warmer areas to hit the slopes and enjoy the snowy conditions the winter months bring. Last month, a new entry to the ski category carved its way into the market, thanks to a collaboration between hip-hop group Run DMC and Burton.
For those not in the know, Run DMC is an OG (original gangster) hip-hop group from Hollis, Queens. Their collection with Burton, itself the originator of the world’s first snowboards, kicked off Feb. 9, and features a limited-edition run of snowboards, boots, bindings, outerwear, streetwear, bags and other accessories.
It became available for purchase Feb. 15 for the Mine77 x Run DMC collection. The second collection became available for purchase Feb. 22nd for Burton x Run DMC.
The idea and inspiration came from a tightly bound friendship rooted in passion for snowboarding, according to George Burton Carpenter. He worked on the collection with TJ and Jesse Mizell, the sons of the late Jam Master Jay of Run DMC. All of them share a love for the winter sport. The Burton x Run DMC collection is an homage to the legacy of Carpenter’s father, Jake Burton, founder of Burton Snowboards, and Jam Master Jay.
“The Burton x Run DMC collection breathes life into the legacy of our fathers, or as the world knows them,” Carpenter said. “Through this collaboration we carry on their legacy and amplify the connection between hip-hop and snowboarding. The designs remain true to our heritage while evolving the style and culture that we intend to pass on for generations to come.”
This collaboration is meant to bridge the gap between cultures and strengthen the connection between hip-hop and snowboarding. It celebrates the evolution and style that Run DMC brought to hip-hop and what Jake Burton brought to the world of snowboarding. This collection includes pieces inspired by Run DMC’s signature look, like the high contrast Run DMC Frostner Jacket, a throwback hip pack, and a Process snowboard that features a portrait of the group as base and topsheet graphics.
Images courtesy o Michele Marie PR
The Mine77 x Run DMC collection embodies hip-hop and snowboarding’s intertwined history of performance and culture. The bold pieces—like the Gore-Tex Tracksuit, as well as hardgoods featuring turntables and tape cassette graphics—look good but are also built to last.
—Ryan Salfino
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