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Burton at 50 turns to streetwear and China
Original: Burton at 50: The snowboard icon sets its sights on streetwear and China
Snowboard brand Burton marks its 50th anniversary with plans to expand beyond snow sports into streetwear and the Chinese market. The Vermont-based company, long an icon of snowboarding culture, is seeking new growth as it positions its style-driven apparel for a broader lifestyle audience in Asia.
Why now: The brand's 50th anniversary coincides with a strategic expansion into streetwear and China, drawing attention from fashion and business audiences.
Evidence
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