CNCPTS & Burton Reflect On 30 Years Of Partnership In First Collaboration

Footwear, apparel, and accessories retailer CNCPTS (pronounced Concepts), and Burton dive into the archives to tell the story of how their partnership came to be almost 30 years ago via the CNCPTS x Burton ‘Rabbit Hole’ Collection. Beginning in 1996 when CNCPTS was just an experimental snow/skate shop-in-shop in a basement in Harvard Square, this collection revives iconic but defunct graphics and motifs that draw from the history of the time across three snowboards and CNCPTS brand apparel.

CNCPTS and Burton have been doing business together for almost three decades, selling gear to riders of all levels. Throughout the years, the two brands found that they share a similar sentiment for not abiding to norms and going deep into storytelling through exclusive products. Now, for the first time in their partnership, CNCPTS and Burton present a limited run of three snowboards, each elaborating on the story of CNCPTS most coveted skate footwear releases.

The boards as a pack pay homage to CNCPTS ability to tell unique and obscure stories in an artful way, but individually they bring back details from iconic releases of the past – including ‘When Pigs Fly’, ‘Ugly Sweater’, and ‘Holy Grail’. To do what CNCPTS did for skate with Burton in snow, the pair worked closely with Todd Bratrud, legendary illustrator and designer who created some of the most sought-after footwear collaborations of the early 2000s.

“We have skateboard culture to thank for CNCPTS relationship with Burton, so when we approached this project we wanted to incorporate aspects of both into the product,” says CNCPTS Creative Director, Deon Point. “We have the utmost respect for everything Todd has given to the world of skate. While the footwear iterations allowed us to get creative there’s only so far you can take it with materials and execution. Todd’s artwork took the inspiration behind each project to new heights.”

Fans of the original releases will appreciate the reinterpretation of these stories via this release. At first look, they are familiar in nature but with more time, riders will notice that the designs dig further into the details than their predecessors. Hidden meanings and easter eggs that will favor attention to detail are woven through each of the three boards.

“I’ve been snowboarding since the late 80s, and I’ve been a big Burton fan since the day my friend AJ got a Burton Performer!” says Todd Bratrud. “I’ve participated in separate projects for both Burton and CNCPTS, so when Deon gave me the opportunity to make these graphics as a collaboration for both brands, I was thrilled.”

Accompanying the boards is a new release of CNCPTS private label apparel. A true heritage DNA story, the apparel ties in with inspirations from vintage Burton 90’s and early ‘00’s era, telling the story in a creative way. The apparel also revives iconic but defunct graphics and motifs that draw from the rich history of art and design that have come from Burton and CNCPTS.

Apparel from the CNCPTS x Burton ‘Rabbit Hole’ Collection will be available on Friday, January 24, 2025, at CNCPTS flagship stores in Boston, Miami, and New York City, as well as online at CNCPTS.com. Boards will be available only on cncpts.com on Friday, January 31, 2025. For more information, visit CNCPTS.com.

In support of this release, Burton will be hosting an online raffle for the “Holy Grail” snowboard, beginning on Thursday January 30th, and closing on 7pm EST on Monday February 3rd. One winner will be announced via social media on Tuesday February 4th at 10am EST. All proceeds will benefit the Chill Foundation, which inspires young people through boardsports and builds a more equitable outdoor community, partnering with social service agencies, mental health agencies, foster care programs, juvenile justice programs, and schools in local communities to engage youth participants.