Tagline
Emerald: the highest level of green
Element Emerald Collection was an environmentally conscious lifestyle line launched in 2010 as an offshoot of ELEMENT, a skateboard brand originating in the United States. Under ELEMENT founder Johnny Shirarefu, it began with casual shoes and expanded to T-shirts, hoodies, denim, outerwear, and other items made with organic cotton and recycled materials. With skateboarding as its backdrop, the line positioned itself as a sophisticated, environmentally conscious offering for a more mature customer base, and expanded internationally, primarily through specialty stores and select shops in the United States.
Concept
A sophisticated, environmentally friendlier line