Element
Authentic Brands Group · United States
Element is a skateboard and apparel brand founded in 1992 by Johnny Schillereff. It became part of Boardriders in 2018, and Authentic Brands Group agreed to acquire Boardriders in 2023. It matters as a leading skate label inside the surf and boardsports consolidation.
| Founded | 1992 |
|---|---|
| Founder | Johnny Schillereff |
| Headquarters | Irvine, United States (per infobox) |
| Owner | Authentic Brands Group (via Boardriders, 2023) |
| Segment | Skateboards and skate apparel |
| Website | elementbrand.com |
What is Element?
Element is a skateboard company that also sells apparel and footwear. According to Wikipedia, its products include skateboard decks, trucks, wheels, griptape, wax, apparel, footwear and hardware. The infobox gives Irvine, California, as its headquarters, while the text also mentions Huntington Beach and Saint Jean de Luz, France.
History
Johnny Schillereff founded Element in 1992. The company moved to The Branch, a creative space in Costa Mesa, California, in 2014. Boardriders, Inc. acquired it in 2018, and the company is listed as its subsidiary. In April 2023 Authentic Brands Group made a binding offer for Boardriders, and The Retail Bulletin names Element among the brands included in the deal.
Business model and distribution
Element is listed as serving a worldwide market. Its French retail stores, a flagship in Paris plus Hossegor, Lyon, Toulouse and Pau, were closed after Liberated Brands, which operated the stores and licensed the brand, filed for Chapter 11 bankruptcy on 2 February 2025. This shows a licensee operated retail model, with wholesale and online selling continuing under the brand owner. The sources consulted do not give a channel breakdown.
Why it matters
Element illustrates the shift of skate brands into larger boardsports portfolios and the exposure of licensee run retail to bankruptcy. The sources consulted do not give revenue figures or documented technology programmes, so none are stated.
Frequently asked questions
Who owns Element?
Element is part of Boardriders, which Authentic Brands Group agreed to acquire in 2023, according to The Retail Bulletin. Boardriders had acquired Element in 2018.
Where is Element from?
Element is from the United States. It was founded in 1992 by Johnny Schillereff and is based in Southern California.
