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Brother Jesse Talks ‘Shaun White For Target’

There are two brothers White. Shaun is a professional skateboarder/snowboarder, and Jesse is the designer behind Burton’s impressive White Collection. Success begets success, and on July 27th, the two are dropping Shaun White for Target, a continuation of the series that the Target superbrand has been creating in conjunction with designers in the know.

Maybe you heard of Rogan for Target? Maybe you were paying attention to your girl when she was yakking up Zac Posen working for the Bullseye? No? Well, no worries. Shaun White for Target is a collection of access point skate clothes ($10-30) you can actually buy in this post-America, “Why can’t you pay me in Euros?” economic setting. Read on for an interview with the man behind the collection, Jesse White, and to peep the collection.

Shaun White Stacking Paper At The X Games

Mat Hoffman (drums) and Shaun White (guitar) at the Target Chalet/Photo: Tracy Anderson

Winter X Games XII kicked off in Aspen last night. Tanner Hall placed first in the men’s ski superpipe and Levi LaVallee took the gold for doing backflips on a snowmobile. Something he’s obviously practiced before. Shaun White, jamming with Mat Hoffman at the Target Chalet last night, hasn’t slipped any gold around his neck. But he’s definitely cashing checks in Aspen. Yesterday Burton announced a new 10-year deal with White with intentions of expanding his signature line, The White Collection. The announcement comes on the heels of White’s new contract with Target to produce a casual line under his name. Maybe White will get the big Red Dot to change its stance on bloggers.

Go South With Burton’s 28 Day Winter

For more than 10 years Burton team riders have shredded the Southern Hemisphere while most America works on their summer tans. 28 Day Winter documents the latest mission with 176 pages of photographs by Dean “Blotto” Gray, Jeff Curtes, and Adam Moran. The shooters followed a squad of Burton riders including Terje Haakonsen, Hannah Teter, Nicolas Muller, and the ubiquitous Shaun White tearing up rocky terrain on the earth’s south side. Blotto, who we caught up with via email, described the evolution of the book, “After completing the month long shoot through Chile, New Zealand and 72 hours on Mt Hood in Oregon, the photography was compiled and we all said, ‘Let’s do this book.’ The title tells just what it was, a 28 day winter.” For anyone trying to start a North vs. South rivalry, Blotto had this to say, “The typical story with shooting snowboarding in the Southern Hemisphere was that of ‘It’s not as good as the terrain in the Northern Hemisphere…only good for catalog shots…not enough snow.’ We’ve never subscribed to this attitude and this book is a testament to that. You’re dealing with the best riders in the world, professional photographers, and terrain that will get you just as hurt as anytime in January or March.”
28 Day Winter: A Snowboarding Narrative ($40), powerHousebooks.com

Let’s Get Bro’d

Here’s to not taking yourself seriously, bro. Our friends at Burton took the idea of the funny Wu-Tang name generator and applied it to the action sports industry. Enter your name and hope your alias doesn’t turn out Bobby McBurnside.