Josh Rubin has an interesting post on his Coolhunting blog. The snowboard and apparel company Burton has opened a store in New York's Soho but in order to give you the full experience of using their apparel they have built in a freezer.

'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.'

Tags: Fashion, Burton