In the world of skateboarding, some brands leave a mark through sheer authenticity and a unique vision. Element is one of those legends that successfully transformed a passion for skateboarding into a genuine cultural movement, where sport and environmental consciousness come together in harmony.
A holistic approach
Element does not just make decks and apparel. Since day one, the brand has embodied a philosophy that resonates with skaters across the globe: living in harmony with the natural elements while expressing creativity on a board. This singular vision has allowed Element to stand out in a fiercely competitive industry and build a loyal following across generations of riders.
More than three decades after its inception, Element continues to inspire through its authentic commitment to the skate community and environmental protection. Its unique approach blends sporting performance, lifestyle, and ecological responsibility, creating a complete ecosystem around skate culture.
The birth of Underworld Element in 1992
The Element story begins in the bustling streets of early 90s California, the cradle of modern skate culture. It was in this effervescent context that Underworld Element was born, a brand destined to revolutionise the approach to skateboarding by integrating a philosophical and environmental dimension never seen before.
The brand’s creation came at a pivotal moment for skateboarding, which was experiencing a second wind after a decline in the 80s. Element’s founders saw this renaissance as the perfect opportunity to offer an alternative vision—one that was more mature and socially engaged.
Who is founder Johnny Schillereff?
Johnny Schillereff, a key figure in the skate industry, brought an entrepreneurial vision to Element fueled by his own experience as a skater. Close to the riders, he championed authentic, durable products over fleeting trends.
His technical and creative expertise guided the brand’s strategic choices, notably the early integration of a strong environmental dimension into Element’s DNA, making it a pioneer of responsible skateboarding.
The 90s skate scene context
The 90s marked the golden age of modern skateboarding. The culture exploded, driven by the emergence of new techniques, the arrival of iconic urban spots, and the growing professionalisation of the discipline. This decade saw the birth of many legendary brands that still dominate the market today.
In this hyper-competitive context, Element chose to differentiate itself with a philosophical approach. While most brands focused solely on technical performance or rebellious attitude, Element proposed a holistic vision encompassing respect for the environment and connection with nature.
This period also corresponded to the rise of specialized skate media. Magazines and videos allowed brands to reach their target audience directly, fostering the emergence of loyal communities around shared values. Element seized this opportunity to communicate its unique philosophy and create a strong emotional bond with its riders.
The four elements philosophy as DNA
The transformation from Underworld Element to simply Element marked a decisive turning point in the brand’s history. This evolution reflected the adoption of a deep philosophy based on the four natural elements: Wind, Water, Fire, and Earth.
This new approach positioned Element as the first skateboard brand to integrate a spiritual and environmental dimension into its identity. Each element brings its own symbolism and guides the company’s creative decisions, creating a unique coherence within the brand universe.
Wind
Embodying freedom and inspiration Wind symbolizes the absolute freedom of the skater—that unique sensation of flying over concrete while landing a perfect trick. This element inspires the unbridled creativity and constant innovation that characterize Element’s approach to product design. This dimension is reflected in the lightness sought in all the brand’s products, from decks to clothing. Wind also guides the spirit of exploration that pushes Element riders to discover new spots, push their limits, and express their individuality through their practice.
Water
Representing fluidity and movement Water embodies the perfect fluidity of movement, the natural grace that transforms a technical trick into a work of art. This element inspires the constant search for harmony between the skater and their board, creating that magical symbiosis that makes skateboarding beautiful. The symbolism of water is also found in Element’s adaptability—its ability to evolve with trends while maintaining its strong identity. Like water taking the shape of its container, Element adapts to different styles of skateboarding without ever losing its essence.
Fire
Symbolizing passion and creativity Fire represents the consuming passion that drives every authentic skater, the inner flame that pushes them to persevere despite falls and failures. This element fuels the creative energy that allows Element to constantly innovate and surprise. This passionate dimension translates into the total commitment of the Element team towards its riders and community. Fire also guides the brand’s artistic approach, visible in its bold designs and creative collaborations with renowned artists.
Earth
Affirming authenticity and roots Earth symbolizes grounding, authenticity, and respect for skateboarding’s origins. This element recalls the importance of staying true to the fundamental values of the discipline while evolving with the times. It also inspires the brand’s deep environmental commitment. This connection to the earth manifests through the use of sustainable and responsible materials, as well as active support for environmental protection initiatives. Element proves that it is possible to reconcile sporting performance with respect for the planet.
The Element logo : The Tree within the Circle
The Element logo, representing a stylised tree within a circle, is one of the most recognisable symbols in the skateboarding industry. This powerful visual identity transcends simple graphic design to convey the brand’s deep philosophy.
This minimalist yet expressive design perfectly reflects the balance Element seeks between tradition and modernity, nature and urban life. Its simplicity allows it to adapt to all mediums while retaining its visual and symbolic impact.
The symbolism of the Tree
The tree represents constant growth, the permanent evolution that characterizes any authentic skater. Its deep roots symbolize attachment to the fundamental values of skateboarding, while its branches reaching for the sky embody the aspiration to always progress and push limits. This natural metaphor also recalls the importance of connection to the environment, a central value of the Element philosophy. The tree embodies the quiet strength, perseverance, and resilience necessary to overcome the difficulties inherent in skateboarding.
The Circle
The circle surrounding the tree symbolizes the unity of the skate community, this global family united by a common passion for the board. It also represents the perpetual cycle of transmission between generations, from experienced riders to new practitioners. This perfect shape evokes the harmony sought between all the elements that make up the Element universe: performance, style, environmental respect, and authenticity. The circle creates a strong visual link that unites all members of the Element community around shared values.
A heritage in motion
Element has preserved its unique identity while evolving with the times. Today, the brand occupies an undisputed leadership position in the responsible skateboarding market, inspiring many competitors to adopt a more environmentally friendly approach. This success is based on a coherent strategy that prioritises authenticity over the race for immediate profits. Element continues to prove that a brand can remain true to its values while enjoying lasting commercial success.
From skateboards to a full apparel line Element’s evolution perfectly illustrates the brand’s adaptability. Starting with the manufacture of skateboard decks, it gradually expanded its offer to propose a complete range of clothing and accessories. This diversification scrupulously respects the brand’s DNA.
Every new product integrates Element values: quality materials, environmental respect, authentic design, and performance. This coherent approach allows the brand to maintain the trust of its community while attracting new followers. Element’s product strategy prioritises durability over fast fashion. Each piece is designed to transcend seasons and trends, reflecting the brand’s timeless philosophy. This responsible approach appeals to a clientele keen to consume thoughtfully.
The “Conscious by Nature” commitment
The “Conscious by Nature” initiative embodies Element’s commitment to the environment by integrating sustainability criteria into the design, manufacture, and distribution of its products. Concretely, the brand is increasing its use of recycled and sustainable materials, working to reduce the carbon footprint of its activities, and supporting reforestation projects, proving that ecology and business performance can coexist. Element also relies on education: through its collections and communications, the brand raises awareness within the skate community about more responsible behaviours, making each product a vehicle for an environmental message.
Inspiration for new generations
The Element story demonstrates that a brand can reconcile commercial success with respect for its fundamental values. By integrating a strong environmental dimension from its origins, Element anticipated current consumer concerns and positioned itself as a key responsible player.
The philosophy of the four elements continues to guide every decision the brand makes, creating remarkable consistency that transcends trends and generations. This authenticity explains the exceptional loyalty of the Element community and its constant appeal to new riders. Today, Element inspires far beyond simple skateboarding. The brand embodies a conscious and responsible lifestyle that resonates with the aspirations of contemporary youth.
FAQ – Everything you need to know about Element
When was the Element brand created?
Element was created in 1992 under the name Underworld Element before adopting its current name and its four-element philosophy.
Who founded Element?
Johnny Schillereff is the visionary founder of Element, bringing his passion for skateboarding and his responsible entrepreneurial vision to the brand.
What does the Element logo mean?
The logo represents a tree inside a circle, symbolising personal growth, connection to nature, and the unity of the skate community.
Does Element only make skateboards?
No, Element today offers a complete range including decks, clothing, footwear, and accessories, all designed with respect for its environmental philosophy.
