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Element
The Element story is told through four chapters; wind, water, fire and
earth.
WIND
Who would have thought that coming from such a turbulent background would
set the destiny for an individual to create Element. Fate or not; it took
passion and endurance for this person to find his calling. An avid
skateboarder since the age of four, Johnny Schillereff was just in his
youth with only a few things keeping him grounded; nature, art and the
skateboard under his feet. After years of challenging times, Johnny made
the conscious decision to reshape his life and do something positive with
his unwavering dedication to skateboarding. This was when his
“Elementality” began to surface and things would never be the same.
WATER
The first incarnation of Element came in the form of a small collaborative
company from the East Coast called Underworld Element. Most often referred
to as Underworld, the company was inspired by the hip-hop movement and
used a mixture of urban styles to reflect a raw and controversial vibe.
Underworld’s Atlanta based headquarters facilitated art, music and design
for many creative individuals. Soon after its inception, the company was
plagued with many challenges, the business began to collapse and its
original crew had moved on.
FIRE
Johnny was left with two choices: either turn a struggling company around,
or abandon the project altogether and start something entirely new. He
chose a bit of both and moved forward with the word Element. In his eyes,
Element alone stood for something totally different than it's previous
life. It wasn't merely a name change, he created it's iconic Tree Logo and
rebuilt the company from scratch. The negative was turned to positive, and
Element was born. At the time, it was the antithesis of the industry and
misunderstood. Through hard work, imagination and determination the tree
began to grow.
EARTH
Since its humble beginnings, Element was created out of passion and an
unwavering ded ication to making a positive difference. The tree continues
to grow while it respects it’s deepest roots and embraces the landscape of
skateboarding, and the lifestyle that surrounds it. From team riders to
advocates, and product to marketing, Element is all inclusive, with
mission is to lead not follow, and leave an imprint deep enough, that it
continues to make the world a better place.
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