🌳 Element: from underground to mainstream without losing its roots

If you're involved in the skateboarding world, you've probably encountered several brands that come and go, but few manage to maintain their identity and relevance as strongly as Element Skateboards. Founded in 1992 by Johnny Schillereff, a visionary skater, Element started out humble and rebellious, with the original name Underworld Element.

🎯 The underground beginning

Element was born at a time when skateboarding was far from the Olympics or the millionaire campaigns we know today. Johnny Schillereff began this journey in a small apartment in Atlanta, Georgia, with little more than passion, attitude, and a clear idea: to create something genuine that represented more than just boards and wheels.

But not everything went smoothly at the start. In the early years, financial difficulties and industry challenges almost brought Johnny's dream down. The original name, Underworld Element, was a reflection of the brand's rebellious and alternative spirit, but it quickly became clear that it needed to be simplified and its identity rediscovered.

In 1994, in a decisive move, Johnny moved to California, the absolute epicentre of world skateboarding. There, the name was shortened to simply Element, clearly reflecting the philosophy that would forever mark the brand: balance, harmony with nature, and a lifestyle that respects the essential elements of life—earth, air, fire, and water.

🌿 More than a brand, a philosophy

It's no coincidence that Element's logo is a tree protected by a circle. This simple image says a lot about the environmental commitment and connection with nature that has always defined the brand. Johnny believed that skateboarding didn't just have to be urban rebellion—it could also reflect respect and sustainability.

In 2001, the Elemental Awareness project was born, with a clear objective: to educate young people through skateboarding about the importance of the environment. It was revolutionary at a time when few were talking about sustainability within the skate industry.

💥 From underground to shops worldwide

With a strong visual identity and a legendary team of skaters, Element quickly ceased to be just another small brand. With Bam Margera and Chad Muska in the early 2000s, Element captured the hearts of an entire generation of skaters and urban culture fans.

The acquisition by Billabong in 2001 helped Element expand globally, but without ever losing its roots. Despite its international reach, the brand continued to invest in authentic collaborations with underground artists, such as Timber! (Chad Eaton), which led to memorable collections like the recent Element x Timber Spring/Summer 2025.

🛹 A team that shaped generations

From the beginning, Element understood that skateboarding is not just about products, but above all about the stories it tells. Names like Nyjah Huston, Vanessa Torres, Mark Appleyard, and Tom Schaar have made and continue to make history for the brand. It is this diversity that makes Element a lasting reference, embracing everything from pure street skating to the modern competitive universe.

🎨 Collaborations that make history

Partnerships with artists have always been essential to keep Element fresh and relevant. From Timber, with its vibrant illustrations, to names like Keith Haring or Bad Brains, these collaborations not only increased the brand's reach but also solidified its status as a bridge between skateboarding and the world of urban art.

🌊 Present and future

Today, after more than three decades, Element continues to reinvent itself without losing its original authenticity. Each new collection is not just new clothing or skateboards—it's a new chapter in a story that celebrates freedom, creativity, and responsibility.

In Portugal, La La Land Store is one of the spots that continues to carry the flag for Element, bringing to national skaters not only the brand's latest releases but also special conditions that make the connection even closer: exclusive discounts and free shipping, keeping alive the original spirit of Element—proximity to the community.

🛒 Keep it real

More than just boards or t-shirts, Element sells a lifestyle—a commitment to authenticity, creativity, and responsibility. It is this philosophy that ensures that, more than 30 years later, Element is still one of the most beloved brands within and outside the skateboarding universe.

The journey has been long, but the spirit of Element remains intact, true to its origins and ready to continue inspiring new generations.