Element gets artsy

By

Olivier Guyot

Published
May 21, 2014

A few months ago, Element erected a giant wall of skateboards for Californian street artist PUSH to use as a canvas.



The graffiti artist created an abstract and colorful geometric work, which the brand then used in a capsule collection of t-shirts, hats, shorts, and of course, skateboards – light, fun designs just in time for summer.

And for fall-winter, the brand will continue its artistic foray, giving one of its longtime artist collaborators even more freedom of expression. As the brand’s guest designer, the artist Timber first created skateboards for Element. His style and characters are very recognizable — especially the rugged lumberjacks — which quickly migrated over to Element t-shirts. For fall, Element is bringing out a full line by Timber, whose real name is Chad Eaton.

The line includes t-shirts (30 euros), sweatshirts (65 euros), hoodies (70 euros), caps (35 euros) and even chukka fleece shoes. But the big focus will be on raw denim. The line offers two jackets: the Faller (140 euros) and the Keeper (150 euros); a shirt (75 euros) and two jeans designs with a red selvedge (110 euros).

The denim range will be available in "street-urban premium" stores, whereas the t-shirts and sweatshirts will have a broader distribution. In September, Element is planning an artist tour in a select group of stores, following an event it recently staged at the Citadum store in Paris.