Recently Burton aquired DNA, the distribution company for Alien Workshop, Habitat and Reflex. Started in 1990 with just Alien Workshop, DNA has grown into a leader in full service skate distribution. From soft goods to trucks and grip tape, DNA moves it all.
Burton’s take over of DNA will play out in retail, as a skate lounge will now be added to Burton flagship stores. Hard goods and DNA apparel, designed by the likes of Rob Dyrdek and Arto Saari, add breadth to the offerings at Burton stores. A lounge is already in place at New York’s Soho location.
More views after the jump.
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