skate brand element opened flagship london store last night

Simple, honest and ethical, US-born Element now have an epic London base.

by Francesca Dunn
05 December 2014, 4:37pm

Founder Johnny Schillereff flew in with the hugely talented young Nyjah Huston and skate photographer Brian Gaberman for the opening. Located in Covent Garden, the 2,700 square ft venture is spread across three floors selling their signature clothing designs as well as boards and accessories. The launch event featured live music by Element advocate Kepa as well as an exhibition, The Road To Wolfeboro, by Brian Gaberman. The exhibition is a visual journey from New York to Wolfeboro, following both the growth of Element and the photographer - both of which embrace nature, family values and an undeniable love of skateboarding. "This journey has been a great one," Johnny Schillereff said today on social media, post opening. "Today is a day that is unreal, dream like." Head down today to explore the new store and jump all over the Element team rider signing session at 6pm, because, let's face it, skating is fucking cool.

Visit Element at: 13 Shorts Gardens, Covent Garden, London.