Burton.com brings the brash, youthful vibe of snowboarding to its site that sells boards, boots, apparel and other gear for slamming down the slopes. Instead of showing glitzy photos of mountain vistas, Burton.com's home page seems to be drawn in pencil, with simple navigation instructions such as "Start here" in cartoon-like balloons. But behind the simplicity are sophisticated filters that let consumers choose how warm and waterproof they need their pants and jackets to be, their preferred fit and available colors. A section of the site displays outfits customers have created, and a visitor can pick one of those outfits and "remix" it—that is, choose other combinations. All the while the site comments archly on a shopper's choices. Loose fit? "Send in that sponsor vid, already," Burton.com advises.

• Date Launched:1996
• Unique Visitors:80,000
• Web-based Sales:Order the Hot 100 issue