1,320 cans of PBR, 10 cases of Americana Vodka, hula hoops, corn hole, balloons and a swing set were all on hand at last night’s Americana-themed Burton party in SoHo. Hundreds of guests celebrated Burton’s annual NYC showroom, which debuted the 2010 product line for top journalists. Media from Sports Illustrated, Allure, O Magazine, The Fader, XXL, NY Times, Vanity Fair, Vice Magazine, Seventeen and Spin, in addition to musicians, designers, artists, DJs and even Jake Burton himself were all there to enjoy some good old fashioned American fun.
Burton’s 10,000 sq ft SoHo showroom loft, bathed in red light and filled with red, white and blue helium balloons, showcased key products from Burton’s 2010 outerwear, boot and binding lines. Mannequins displaying next season’s outerwear were repeatedly molested throughout the night in the name of comical photo ops. Corn hole, a Midwest version of horseshoes that uses beanbags, tested the talents of partygoers, while others competed against one another to hold aloft a hula hoop longer. A random swing set in a dimly lit corner provided seating and whimsy.
The booze was flowing and the beats, courtesy of DJ Brooklyn Dawn, motivated the crowd to get moving and throw down impromptu dance-offs. In keeping with the theme, the food from Mary Giuliani Catering was American-inspired and featured eats like mini burgers, fried chicken, ribs and apple pie. AMP energy kept the crowd awake and partying into the wee hours until the well ran dry and the music died down.
If you weren’t there, you missed out. But don’t worry, there’s always next year…
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