We joined together to elevate what we all truly believe in. Today we continue to create the art, direction and message on the constant path to bring progress to skateboarding.
We are more than a business; we are a family, all on the same journey for the growth within ourselves, Element and all that surrounds us. 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.
Once he was satisfied with the new construction, prototypes were distributed to the rest of the team, and all agreed the new board was a hit. But the actual construction was just one aspect of the Featherlight concept; it would be six months before the boards arrived on the market, and another year before Featherlight really took off.
Many of the team and promotional duties are handled by Team Manager Ryan Kingman, Dan Wolfe is responsible for the Element videos and ad photography, and since last year, Schillereff has had Art Assistant Robert Mars helping produce ads and graphics. But his direction is the glue that keeps the Element concept cohesive and consistent.
When Schillereff assumed the helm in , Element began a drastic transformation as he realigned its direction to follow his own. Schillereff had repositioned the brand with a series of clean, iconic graphics set against bold, solid colors.
If you do that, your time will come, rather than constantly chasing the trends. These nine individuals, each respected for his particular talents on-board, represent a broad range of backgrounds and personalities.
I think the thing about the guys on Element is that I wanted people who are just people. Like most successful brands, Element is also connected to a bigger family of companies. But these guys do, and they always have. In the last year, Schillereff has been busy balancing the business and creative components of the company. So a lot of tension can arise, and the best way to eliminate that is just to separate it. Using the Disney model, Schillereff moved the entire Giant design studio up the coast to Santa Monica.
In the face of overwhelming negativity, Element turned generations of skaters frowns upside down by making skateboards that celebrated life and the sheer, unadulterated power of positive thinking.
With that in mind, we started to wonder if Element were still the same skateboarding powerhouse that they always have been, or whether thanks to the constantly evolving face of skating and the rise of numerous brands that were inspired by and were now snapping at the heels of, Element, they had fallen by the wayside and between the cracks of modern skate culture.
It was a question that, after careful consideration, we decided could only be answered by testing Elements best-selling skateboards to their limits to see if they can still keep pace with their competition, if they still pack the same sort of punch that allowed them to stand head and shoulders above the rest of the skating pack and whether or not their reputation was still as deserved today as it was at the turn of the millennium.
It was a hypothesis that we were anxious to test to its absolute limits. Element Section Complete Skateboard. Element Team Seal. Element Timber Remains Liberty. Seven play Canadian maple hardwood is at the center of Elements deck game and they use epoxy glue to bond, finish and fix it together. Johnny Schillereff, avid skateboarder, artist and outdoor enthusiast, pursued his passions and created Element, the first skateboard and apparel company.
Element is comprised of diverse and unique individuals with a wide spectrum of opinions, beliefs, and lifestyles. Some drive Ferraris and some ride bikes. Some are vegans and others are hunters. We listen to punk, reggae, hip-hop and folk music. What we all have in common is a love of skateboarding and a positive vision for the world. Keep in mind we are a family — and a family accepts people for who they are. Element Women's was born from skate culture, the arts and nature.
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