Element apparel

Element is an iconic skateboarding brand founded by Johnny Schillereff in 1992 in Atlanta, Georgia. Originally named 'Underworld Element,' the brand quickly simplified its identity to Element, focusing on a philosophy of being ecologically conscious and deeply rooted in the skateboarding subculture. The brand is famous for its tree logo and the four elements: Wind, Water, Fire, and Earth, which are frequently displayed on its products.

Over the decades, the brand's ownership has changed hands through major corporate acquisitions. In 2001, it became a subsidiary of Billabong International. In 2018, Boardriders, Inc. (formerly Quiksilver, Inc.) acquired Billabong, bringing Element under the same roof as other surf and skate giants like Quiksilver, Roxy, and DC Shoes.

In 2023, the global brand management firm Authentic Brands Group acquired Boardriders, Inc. Today, Element operates under the Authentic umbrella, which manages its global licensing and distribution. While the brand was born in the United States, its manufacturing is distributed across multiple countries, including China and Vietnam, to serve its international retail presence.