In the X-Game scene, whether it’s functional apparel for skiing, surfing, or mountaineering, no matter how stylish the designs are, they never quite make it into the fashion circle—except for skatewear, which has successfully broken into the trend scene and become a staple for today’s style-savvy men and women. Recently, the renowned skateboarding brand Element has seized the moment to launch a new line of skatewear that closely mirrors street fashion, aiming to integrate skateboarding culture into everyday fashion life.
Running a brand isn’t just about sticking to its core values—it also requires adapting to societal changes and seizing the right moments to evolve. Take the skatewear brand Element, for example. When its predecessor, underworld element, faced the impending departure of part of its design team, founder Johnny Schillereff found himself at a crossroads: whether to hold on or let go. After careful consideration, he decided in 1992 to transform the rebellious style of underworld element into a trend-focused clothing brand that promotes skateboarding culture, lifestyle attitudes, and artistic expression—and renamed it Element.
In 2009, Element officially entered the Hong Kong streetwear scene through the boutique Double Park, quickly winning over local skateboarders and fashion enthusiasts. The brand’s latest collection takes inspiration from skateboarding, travel, wandering, and transformation, using raw-textured fabrics to create various zip-up jackets, denim pieces, and plaid shirts. These are styled in multiple layering combinations, starting anew with a minimalist lifestyle and conveying a positive attitude toward seeking new experiences and challenges. Local celebrity and former skateboarder Kelvin Kwan recalls his impression of the brand during his school days, saying: “Since the brand’s recent reinvention, its designs, patterns, and color schemes have incorporated street style elements, and the cuts are more fitted and stylish.” No wonder Element has become one of his top fashion picks this season.
Running a brand isn’t just about sticking to its core values—it also requires adapting to societal changes and seizing the right moments to evolve. Take the skatewear brand Element, for example. When its predecessor, underworld element, faced the impending departure of part of its design team, founder Johnny Schillereff found himself at a crossroads: whether to hold on or let go. After careful consideration, he decided in 1992 to transform the rebellious style of underworld element into a trend-focused clothing brand that promotes skateboarding culture, lifestyle attitudes, and artistic expression—and renamed it Element.
In 2009, Element officially entered the Hong Kong streetwear scene through the boutique Double Park, quickly winning over local skateboarders and fashion enthusiasts. The brand’s latest collection takes inspiration from skateboarding, travel, wandering, and transformation, using raw-textured fabrics to create various zip-up jackets, denim pieces, and plaid shirts. These are styled in multiple layering combinations, starting anew with a minimalist lifestyle and conveying a positive attitude toward seeking new experiences and challenges. Local celebrity and former skateboarder Kelvin Kwan recalls his impression of the brand during his school days, saying: “Since the brand’s recent reinvention, its designs, patterns, and color schemes have incorporated street style elements, and the cuts are more fitted and stylish.” No wonder Element has become one of his top fashion picks this season.
