By  on December 3, 2013

NEW YORK — When the 2014 Winter Olympics take place in Sochi, Russia, Feb. 7 to 23, the U.S. snowboarding team will be sporting Burton. The Vermont-based brand unveiled the original men’s and women’s designs at its flagship here Tuesday night.

Chief creative officer Greg Dacyshyn said the project had been in the works for more than 18 months, beginning with a roundtable of riders to start a dialogue. “Snowboarding is such an individual sport,” he noted. “It’s all about self-expression and irreverence, so the idea of a uniform is sort of counterintuitive. My goal was to create something different that the riders could feel good in, be protected in, yet still be unique.”

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