ELEMENT IN ITS ELEMENT: Element Skateboards is shopping for store space in Costa Mesa, Calif. coming off the heels of the December opening of its London flagship. The store would join a handful of other Element-branded stores in as soon as six months. The company’s also eyeing Long Beach, Calif. for another store, according to founder Johnny Schillereff.
The London flagship, in the Seven Dials area of the Covent Garden district, sells Element clothing for men, women and children along with skateboards. The store design includes repurposed materials, such as a vintage stove turned into a display. It echoes a similar aesthetic at headquarters, nicknamed The Branch. The company moved there in late 2013, when it left behind office space in Irvine, Calif. shared with other brands under parent Billabong International Ltd. of Australia.
“The rule of thumb is as little trips to Home Depot as possible,” Schillereff said of the store design strategy.