Analog initially started back in 1998 producing underwear as one of Burton’s many Vishnu-like off shoots, but it has quickly gained a reputation for the most durable form vs function clothing out there on the market.
After a couple of years developing how to keep your crown jewels in place, they expanded into a full line of softgoods in 2003 offering garments for the hardiest surfers, skaters and snowboarders on the market. Analogs designers have always kept their fingers on the pulse of changing fashions and material types.
They launched their Analog Technical Fashion (ATF) range a few years ago, making sure that your rad checked shirt kept the water out when you were lapping the dome. They were one of the first companies to maximise their range to suit the up and coming jib/rail type of riders.
They have some of the most iconic and recognisable product on the market. Who can forget Mikkel Bang in the RUN DMC inspired jacket laying out backflips in Burtons ‘It’s Always Snowing Somewhere’. Not many people know that Gigi Rüf was the first Analog rider back in ’98. Good to know our Austrian friend was keeping future generations of Rüf’s safe years before Bawbags came onto the scene.
In late 2012 it was announced by Jake Burton that Analog was pulling out of surfing to concentrate on the snowboard market. Hopefully, despite the odds, we’ll have some fine looking garms from the Big B’s little brother for another decade.