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Following the report on the "Burton US Open 2016," this week we bring you a rare interview with Jake Burton, the founder of Burton. The interviewer is Yosuke Aizawa, designer of Burton Thirteen. During the convention, at a condominium in the Village of Colorado Vail, we asked the legend questions from a variety of angles about Burton's manufacturing and the changing snowboard scene over time. Jake arrived 30 minutes late for the interview because he was having too much fun riding. We hope you can get a sense of the deep appeal hidden in the sport of snowboarding from his words.

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Burton's strength lies in its insatiable passion for snowboarding.

Aizawa.It's been a long time. But the last time we met was before you started "Burton Thirteen. It has been three seasons since then.

Jake.: Of course I'm looking at it. (Opening Instagram on my phone.) Look, look at this. I just did a post the other day wearing a jacket you made.

Aizawa.I'm glad to hear this!

Jake.: I really like this camouflage patterned jacket. For some reason, I feel like wearing it on a day when it snows a lot.

Aizawa.: Thank you very much. I have a lot of questions for Jake today about the relationship between snowboarding, fashion, and lifestyle.

Jake.I'm sure you'll be able to help me out.

Aizawa.First of all, I would like to talk about the trend toward luxury in the snow scene as a whole. I get this impression especially when I look at European snow resorts, and many high-end fashion brands are also entering the market. As a leading company in the snowboarding industry, what do you think of this trend?

Jake.My impression is that there are many brands that unfortunately neglect functionality. Our philosophy as a snowboard brand is that functionality comes first. So when we started making clothes around 1980, we concentrated only on functionality, and to be honest, I don't think we were very stylish. Gradually, as more and more creative people joined the company, we started to add cool elements. It is not limited to snowboarding, but as such, functionality should come first, followed by fashionability. I and everyone at the company are proud that Burton has always been able to put that into practice.

Aizawa.Do you try out all the clothing and gear each season?

Jake.Yes, I do. I leave a lot of the fashion aspect to them, but I try to experiment with the functional aspects myself as much as possible.

Aizawa.How much of Jake's creativity is reflected in the development of recent products?

Jake.I'm more in charge of refining the product, but if I have a new idea, I'll come up with it. I am not actively involved in the design of the Fall/Winter 2017 products that are being developed right now, but I am testing prototypes and new materials. Every year, I invite six or seven team riders to my house and we sit around a round table and go through all the products one by one, and they correct me if I have an idea that is off the mark, which I feel is a very good process. We call it "carpet testing.

Aizawa.What do you think is the reason why Burton continues to enjoy such high support in the snowboarding scene?

Jake.The best part is that everyone in our company loves snowboarding. That is a big advantage. If we were a company that only saw snowboarding as a business, we wouldn't be able to survive like this. Even if a company were bigger than Burton, I think it would be incredibly difficult for them to compete with us in the snowboarding industry.

Aizawa.I think the difference between Burton and other brands is that Burton makes products with snowboarding as the sole focus. What sets you apart from other brands is the fact that you make your products with snowboarding as the sole focus, but where does your passion for doing so for nearly 40 years come from?

Jake.For me and my wife Donna, snowboarding and Burton are our children. We have poured our philosophy into the brand, just as parents do when raising their children. As children grow up, they are less and less influenced by their parents, but parents stay connected to their children. It's the same thing. So for my wife and I, snowboarding is a part of our life. When I see famous riders and friends enjoying snowboarding, as I did at the Burton US Open, I can't imagine my life without it.

Snowboarding gives me the best memories with my family.

Aizawa.I would like to change the topic a little. The number of foreign tourists visiting Japan's snowy mountains is increasing, and the Asian market is attracting attention.

Jake.I would like to continue to energize and enliven the relationship between the Japanese market, snowboarding, and Burton, as the company has historically had nothing but good things to offer. I myself have been actively encouraging people to enjoy the Japanese culture and great powder snow by sharing stories and photos of my snow trips in Japan on social media. All of our riders love Japan!

Aizawa.What is your favorite resort in Japan?

Jake.Niseko: Niseko. Everyone loves it, and this may be a cliché, but the snow is wonderful. And that volcano you can see on the other side of the road: ......

Aizawa.Yotei, right?

Jake.Yotei: Yes, Mt. I would like to hike there and ski more places. I also like the Hilton where I stayed when I went to Niseko. The snow view from the window at night was impressive.

Aizawa.: Last question. This is about snowboarding as a lifestyle sport. Snowboarding used to be popular among the younger generation, but in recent years, I feel that it is spreading to a wider range of people. The fact that it has spread from small children to women, and even to people in their 40s and 50s, must be due in no small part to Burton's efforts to date.

Jake.Burton has always made products for all generations. Some companies are so concerned about their image that they don't make boards for women or children to maintain their coolness. We think it's cool for kids to snowboard, and we're all for it. We are proud of Burton's approach to the market, and our customers respect our attitude and commitment to the sport.

Aizawa.I am looking forward to snowboarding with my family for a long time to come. I have twin sons who started snowboarding this year. I can't teach them to snowboard as well as Jake. I can't teach them as well as Jake, but just watching them snowboard makes me very happy.

Jake.: that's great! I also skied with my wife and two kids this morning. For me, teaching my kids and wife to snowboard has been a special experience. It has given me memories that I will never forget. Even if my kids someday become much better than me, I will be proud to say that I taught them. Above all, my children have grown up to be good, positive kids thanks to snowboarding. They help me a lot now. Snowboarding is a great way to spend time with my family. Instead of spending all your time on your smartphone, it's better to go to the mountains.

Aizawa.: Yes, I really think so. Thank you very much for your time today!