In the NYT Magazine: Burton’s Olympic pants go retail

UNIFORMITY
The retailing of a representation of a faux-authentic uniform

In March, Burton Snowboards announced that later this year it would begin selling pants similar to those worn by the U.S. Olympic snowboarding team. There is a logic to this move, because the most notable thing about the team’s uniform was how much it looked like a trendy retail product….

Read the column in the May 2, 2010, New York Times Magazine, or here.

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