The world's biggest snowboard brand has launced a new 'snowboard lifestyle' online community for women - burtongirls.com is now live.
As far as we can tell, it's the first time a brand has launched seperate female-specific site. Current president of Burton Donna Carpenter explains the reasoning behind the move: "With burtongirls.com we wanted to create a forum where girls could discover fun, unique and diverse content around the lifestyle and culture of our sport. There are so many cool aspects to our lifestyle, from travelling and meeting people all over the world, to getting to ride the best mountains on the planet and working with the best snowboarders, and burtongirls.com reflects all of that".
Snowboarding will no doubt dominate the site, but it doesn't end there. The site also features 'Travel', 'Health & Beauty', 'Style & Culture' and 'Apres' sections. Their list of contributors ranges from the obvious (Kelly Clark, Hannah Teter), to the unexpected (foodie Barefoot Contessa, supermodel Noot Seear).
Female Whitelines readers, we'd like to hear from you about this one. Is snowboarding too male-oriented? Are sites like this the way to re-dress the gender balance? Let us know your thoughts!