Further proving Burton is as much about fashion as it is function, they've just opened a store in the heart of SoHo. Situated on the corner of Spring and Mercer, the store includes the full range of products from each of the Burton brands: Red, Anon, Analog, Gravis and of course Burton. The highlight is their 20 degree below zero testing room. It's a minimally decorated ice box with a mirror, window and some seating-- a perfect way to get a quick sense of how warm the gear really is. Stay tuned for some mountain trips and other events coming to the store this winter.