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WIND - The stirring of ideas and the rise of consciousness
Who would have thought that coming from such a dysfunctional background would have set the destiny for an individual to build the largest most positive and influential skateboard company of all time. Fate or not; it took knowledge passion and endurance for this person to find their craft.
Johnny Schillereff was just in his youth with only a few things keeping him grounded: the subcultures he submerged himself into and the skateboard under his feet.
The first incarnation of Element came in the form of a collaborative company called Underworld Element. Most often referred to as U.E. or Underworld the company used a mixture of different style and reflected a raw vibe. Underworld was plagued with inner turmoil and fundamental flaws and things quickly started to go downhill.
Shortly after Underworld's original crew had moved on from the business and Johnny was left with two choices: Either take Underworld Element under his wing and try to turn the struggling brand around or abandon the project and start something new altogether. Johnny chose a bit of both and did something that he had always wanted to do. He immediately dropped Underworld the first half of the company's name and turned the entire company around into something completely different something positive and something universal that people from all walks of life could identify with. It wasn't merely a name change; he took ownership of the company and made drastic changes to what the brand represented and the way the world viewed it. Element was born; the negative was turned into positive and the journey began.
WATER - The flowing of ideas into action
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 - The ignition of flames from only spark
Becoming what Element is today didn't happen overnight but good things come to those who wait. "It took years of hard work imagination and the will not to give up. We stayed focused practiced patience kept our path and eventually things began to fall into place."
As the word spread the Element flame ignited and the wind began blowing a dream team of riders and advocated in Element's direction fanning the flames with that much more force. "We're all tuned into Element not an image but exactly who we are from the bottom of our heartÆs. That is what Element is all about being a positive force in the universe."
EARTH û The foundation for perpetual growth
The future of Element is obviously all about progress. Be it spiritually or branching out to reach more people the growth is endless just like the brand. ôWeÆre a universally appealing company and we owe it the youth and our culture to give back to the community. We also owe it the world to spread the feeling of freedom that skateboarding holds. We will keep our roots as we grow all the while doing it organically and responsibly.ö
Like a tree growing Element's natural process is virtually unstoppable. The world has been presented with a positive force that is Elementality.
The above information is from the Element website.