Element Men's Fashion Brand

In 1992 the story begins with a skateboard brand that creates art, skateboards, and clothing to help continue the progress of skateboarding and the skate lifestyle; the company was founded by Johnny Schillereff. The element is based on wind, water, fire, and earth. Element is an active, open-minded, lifestyle brand with skateboarding at its roots. That last phrase is the brand's own ordering: skateboarding is not a theme applied to the clothing, it is the root the clothing grows from.

The offer follows from the root. Element offers mens and women's apparel, skateboards, footwear and Emerald, an eco-friendlier collection. Four lines: apparel for men and women first, then the skateboards themselves, then footwear, then Emerald - the one named sub-collection, defined by its eco-friendlier aim and by nothing else; no materials or certifications are stated for it. The name itself is explained by the element sentence: wind, water, fire and earth are the four elements the brand is based on, which is why a single word, Element, carries the whole identity.

Skateboarding, and Why Clothing Belongs to It

The sport itself needs defining, because the brand cannot be read without it. Skateboarding is an action sport which involves riding and performing tricks using a skateboard; it can also be considered a recreational activity, an art form, a job, or a method of transportation, and it has been shaped and influenced by many skateboarders throughout the years. Five identities for one activity - sport, recreation, art, work and transport - and the brand's phrase active, open-minded lifestyle brand is written to cover all five. A company founded to help continue the progress of skateboarding and the skate lifestyle is selling into a culture, not just a sport.

Clothing is an important aspect of the skateboarding lifestyle; shoes, t-shirts, hats, hoodies, and other clothes are common. Those four named garments are the working uniform of the men's page: shoes built for the board, t-shirts and hoodies as the everyday layers, hats completing it. This page's lists include the terminology section's skate punk fashion page - skate and punk clothing or lifestyles don't always go hand in hand, though over several decades they have sometimes been rather similar. The official Element site is linked in References.

Reading This Element Record

Read as a buying guide, this gives a man the root test and the garment test. The root test: is the piece part of the skate lifestyle the 1992 founding was meant to progress - apparel and footwear from a brand with skateboarding at its roots, based on wind, water, fire and earth? The garment test is this list: shoes, t-shirts, hats and hoodies are the common clothing of that lifestyle, with the skateboards themselves alongside. The Emerald collection is the third consideration - the eco-friendlier collection, for the buyer who wants the same root with a lighter footprint. No prices or sizes are given.

Element, under E in the Men's Fashion Brands directory: the skateboard brand whose story begins in 1992, founded by Johnny Schillereff to create art, skateboards and clothing that help continue the progress of skateboarding and the skate lifestyle, based on wind, water, fire and earth, an active, open-minded lifestyle brand with skateboarding at its roots, offering men's and women's apparel, skateboards, footwear and Emerald, an eco-friendlier collection.

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