Culture News & Previews

The Box | Union’s New Global HQ

Thinking outside the box; building inside it. Welcome to Union's new Global HQ.

Union Binding Co.’s brand new Global HQ – The Box – is to snowboarders what the candy shop is to fat kids. Spanning 3,105 sq. metres, the new facility sits tucked away in the town of Colico, right in the heart of the Italian Alps. With full-circle control of the supply chain, The Box will oversee the development, production, testing and shipping of every Union binding with zero outsourcing or 3rd party middlemen – virtually unprecedented in the industry.

Not that the quality of their products needed any more hype, mind you. Our test team awarded this season’s Union Atlas as the Whitelines Choice Winner of this year’s best binding. The new HQ looks set to see Union continue to raise the bar and push innovation. We’re chomping at the bit to check it out with our own eyes, but take a look at the sneak peek below to get some idea of the new setup.

“The new HQ will oversee the development, production, testing and shipping of every binding with zero outsourcing or 3rd party middlemen”


Since day one Union has been focused on forward momentum and investing in the people, product and technology that make the brand so special. 2020 is yet another example of how these fundamental values make Union stronger. The Box exists by reinvestment into the Union brand and cutting out all middlemen – focusing solely on offering the best product possible across the board. Union is THE only conventional binding supplier who owns and operates its own production facility. A dedicated collective of binding designers, production experts and passionate snowboarders – the team at the Box can design, build and test prototypes all within an 8-hour work day.


(All images courtesy of Union Binding Co.)


Union Atlas Snowboard Binding 2020-2021

Whitelines Choice Winner: Best Men’s Snowboard Binding
PRICE: £270 / $330
Union’s buzzword has always been ‘stronger’, but this season the Atlas is on a whole other level. This is the Atlas you know and love, but it’s come back from summer break with a serious steroid addiction and new Herculean physique. The binder of choice for both Arthur Longo and Kazu Kokubo, the Atlas’ are your big mountain ballbusters.

Selected for the Whitelines 100 – take a closer look at the 2020-2021 Union Atlas here


Newsletter Terms & Conditions

Please enter your email so we can keep you updated with news, features and the latest offers. If you are not interested you can unsubscribe at any time. We will never sell your data and you'll only get messages from us and our partners whose products and services we think you'll enjoy.

Read our full Privacy Policy as well as Terms & Conditions.