It was during the famous Dog Town era of the 70s that Element founder, Johnny Schillereff first encountered the world of skateboarding through his older sister Jackie and her hand-me-down skateboard. Already an avid skateboarder by the age of five, Johnny delved into an array of different sub-cultures as he got older. These underworlds became his home, and the common thread among them was always skateboarding. Drawing on this eclectic background, as well as an unwavering passion for making a positive difference in the world, Johnny founded Element in the early 90's and created the famous Element Tree Logo.
By the time Element was born, the women's skateboard scene had nearly completely died out, but Johnny never forgot that his sister was the one who introduced him to his calling. In the late 90s, another small resurgence in women's skateboarding found little support from the industry-but because of Element's deeper roots, it was clear that it was their responsibility to take a stance and reinforce this movement. In the year 1999 (and with much inner-industry criticism) Element boldly launched the first legitimate girls clothing line in skateboarding. Shortly after, the company made another daring move by turning team-rider Vanessa Torres pro. Torres went on to receive Element's first female signature pro-model board and became both a world champion and a household name.
Dubbed Element Eden, Element's women's clothing line was originally created by Johnny's wife, Kori. She was inspired by a lack of savvy women's apparel designed for a lifestyle both on and off a skateboard. Kori conceived Element Eden mainly for girls like herself-who didn't necessarily skate, but who populated the skate community and had a passion for fashion and the brand. However, it's the line's broad reach and fresh looks inclusive to all women that have proven crucial to Element Eden's success over the years.
By 2002, Element had taken a leadership role in the industry and began working closely with influential girls within the community.