Case Study: Analog Q Jacket
The late Jake Burton Carpenter, often referred to as the father of snowboarding, leaves behind a long lasting imprint on the snowboarding and streetwear world, cultivating community and culture through Burton Snowboarding. Coming from a background in skiing, Carpenter explored many different paths before finding his way into creating the powerhouse that Burton Snowboarding is today.
Carpenter first started his venture by perfecting “snurfing”, the predecessor to snowboarding that combined both skiing and surfing. Being as resourceful as he could, Carpenter was able to develop and eventually manufacture snowboards out of a barn in Vermont, leading to the creation of Burton Snowboarding in 1977. The Burton brand umbrella spread across many different snowboarding, streetwear, and shoe companies, including Analog. Founded in 1998, Analog was producing underwear for Burton up until 2003, where they expanded the line to create a full apparel collection range. Burton Analog was committed to finding the perfect balance between performance snowboarding gear and stylish streetwear.
While Burton Snowboarding was making moves to expand into the streetwear world, Hiroshi Fujiwara was in the midst of developing what we would come to know today as Fragment Design. In 1995, Electric Cottage was created with the iconic double lightning logo, and Shawn Stussy's influence behind the name. Electric Cottage produced small limited runs of clothing which were designed primarily for Fujiwara's close circle of friends. Utilizing his experience with GOODENOUGH, A.F.F.A, and his personal world travels, Fujiwara was able to position his brand towards the cult status it holds today. With a large repository of cultural knowledge and mutual love for snowboarding, Burton tapped Fujiwara's shoulder for help ushering in the inception of the new and improved Analog label. From there, the team at Burton brought Fujiwara together with the design duo of ACRONYM to aid in the conceptualization and execution of this new collaborative effort.
ACRONYM® is founded on the idea of combining technology and personal identity. In 1994, design duo Errolson Hugh and Michaela Sachenbacher formed ACRONYM as a “gun for hire” design agency in Munch, Germany. Errolson’s technical vision has touched many heavy hitters in the industry such as Arc’teryx Veilance, Stone Island Shadow Project , and Nike through Nikelab ACG. ACRONYM®’s success is quite obvious, with many collectors anticipating drops of new collections (which usually sell out), and news of future collaborative efforts spreading like wildfire as soon as an avid streetwear head catches wind of it on social media and forums alike. ACRONYM® has been continually pushing the envelope since it’s inception. Their most notable release was in 2002, where ACRONYM released KIT-1, their first collection that featured the highly coveted Type 2371 jacket, 3RD ARM bag, a CD for software, and conceptual art books. This was a big first step for ACRONYM® as a brand and paved the way to become the influential powerhouse they are today.
The Assassins from Germany “ACRONYM” introduce REVOLUTIONARY PRODUCTS
Below is a snowboarding promo video that came on a cd with the jacket. We have sampled the beat from this video to recreate our video above.