Most of the time we think that every brand we know today has been a success from day one. However, that's not always true. Taking advantage of the launch of this season's Element novelties, we're going to tell you a little bit about the brand's history.
First of all, we'll start by telling you that the new collection takes refuge in darker tones and with earth tones, matching the colour changes we currently see in nature. You will realize throughout this post that this analogy makes more sense than you can imagine at first. You will find timeless and versatile caps, hoddies, jumpers, jackets and t-shirts. In addition to that, there are also some collaborations to keep an eye out for.
We've already told you several times about the Peanuts x Element collection. It's not exactly news, but you can still find it in our website. And that's just as well, because now that the leaves are changing colour, it's the perfect time to explore your surroundings and there's no better company than Charlie Brown, Snoopy and their group of friends. But they're not alone thanks to the Element x Timber collection. There you'll follow the journey of a Cyclops and a Snoopy who are discovering the universe and space, after being shut indoors for months because of confinement.
Now that we've talked about the season's main novelties, let us take you through the life and experiences of Johnny Schillereff, the founder of Element. The brand's story began in 1992, but you have to go back a few years to understand how it all happened.
Schillereff realised his taste for the world of skateboarding from an early age. At the age of four he was already used to feeling the board under his feet and the turns the wheels made on the ground. His father was in the military and because of this he was constantly moving around and it was through the skater and hip-hop community that he adapted to new realities. Eventually he was sponsored by brands, but he wasn't totally happy with the products he was using. Either he didn't think they were functional or they didn't have good artwork.
It was then that he started customising the material he received, designing his own shirts and boards. To his surprise, the brands that sponsored him liked his products and started buying them. From there, the idea of Element was born. A company that valued both quality and craftsmanship and would make a positive difference in the world. However, that's not quite where Element was created.
What emerged that year was Underworld Element. Focused on urban culture, this company didn't last long in the market and it was then that Schillereff was faced with one of his biggest decisions: start over or abandon the project for good. The solution was to drink a little of each option and, in 1992, the company adopted the name Element, changing the brand image and leaving behind what had not worked previously. Since then the company has grown, both in business and personality.
In 1998 and 2000 respectively, Element launched the first youth and women's segment, having been a pioneer in both.It was also from the 2000s that the brand started working with non-governmental projects to promote skate arts and culture.
In the brand's logo you can see two 'E's, which are back to back, forming a tree, inside a circle. All these symbols refer to nature, and are often accompanied by the four elements that inspire them: fire, earth, water and air. If you've ever wondered what the relationship is between all the components, the brand's founder told Highnobiety in 2014 that "a long time ago someone (had told him) that when there's a major forest fire, the only thing left standing is the strongest tree." This got him thinking about the power of nature and its connection to everything else, choosing the tree as the main symbol.
Today the brand produces skateboards, clothing and accessories inspired by nature, outdoor, workwear and military aesthetics. Proudly coined as a family, the Element team wants to improve the skateboarding world and the planet in general in the most honest and ethical way possible. They want to keep growing and they want you to grow with them. "Made to Endure" is the motto that drives them to do more and better every day.
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