It's not the Young Turk it once was, relegated to a meager handful of slopes while the slalom set sipped hot toddies with ski bunnies next to the roaring lodge-fire of their choice.
At 36 (older if you count "snurfing"), it's damn near venerable.
Here to remind us of its roots: the spanking new Burton flagship store in the Upper Haight — because Jake Burton might not have invented standing on a plank in the snow, but he did invent the sport as we now know it.
Back in '77.
On offer: the goggles, boots, bindings and buttery boards you need to make the most of your lift ticket.
But where this place shines is its outerwear — stuff you won't find on any other retailer's rack.
Like this Filson collaboration, a jacket with all the survival instinct you'd expect from the Gold Rush outfitter, streamlined and vented for action on and off the powder.
Or the decidedly retro Bomber Down Jacket, made with BIONIC Yarn — some futuristic, high-performance fusion of post-consumer plastic and more standard thread fare.
So stop in. Then go put all that history to good use on the slope of your choice.