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.

Having done a wide variety of work from bikini wear to “rave” wear (Sabotage, a brand that was based out of Germany), ACRONYM®’s first major role was with Burton, a relationship that lasted 14 years. ACRONYM® was given full freedom to experiment and bring their ideas to life, and their technical freelance work helped them build the foundations for ACRONYM® to start the “techwear revolution”. Errolson also credits Burton for helping him form relationships with other major players in the creative game such as Stash, Jeff Staple, and Hiroshi Fujiwara.
Errolson and Hiroshi will forever be regarded as early pioneers of streetwear culture. Although coming from different worlds, their visionary attitudes and perspectives are quite similar. Who better to come together on a collaborative effort backed by a company like Burton with the tools and resources to usher in new culture shifting designs?
Here we have the Burton Analog Q jacket, a design that is said to come from “a certain Anime-comic character.” (HF from Relax Magazine May 2002 article). The jacket features a nylon construction with mesh lining to not only combat the weather but to maintain high breathability alongside its side ventilation panels. The two large chest flaps can be unzipped to reveal a plethora of storage options, 10 pockets to be exact. The chest flaps can be stowed away through a magnetic system underneath the pockets for ease of use and accessibility. Velcro cuffs allow for easy adjustment and to combat the snow while on the hills while the Electric Cottage branding on the wrist provides additional levels of detail. Pit zips allow the wearer to prevent overheating while hitting the slopes and the adjustable collar helps to protect the neck against the elements.
Video: Jefford Lam @jlamstagram
Photos: Nathan Cook @nathan.coook
Music: Justin Kang @melonakang
Model: Yoshiki Okano @thisisyoshiki

Credits to Geoffrey Litwack for the translations of the magazine, taken from his personal website. Please visit the link to read his translated version. Our own personal scans have been included below for your viewing pleasure!

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.