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28 years ago Johnny Schillereffs' fledgling brand Underworld Element (as it was then known) released its first video production 'Skypager' and shook the industry to its core. Previously centred around California and its perfect climate, the raw skateboarding and brutal architecture of the Eastern Seaboard showed the world that the freshest talents weren't the blonde guys with perfect tans, they were the street kids listening to Gangstarr and tearing about Manhattan. Put simply, after Skypager skateboarding would never be the same again.
Public perception of Element's image has shifted many times since then; the Bam (and subsequently Nyjah) years brought mainstream acceptance and the fortunes associated with shopping mall retail but, in an industry that prides itself with being in touch with its core customer, Element distanced itself a little too much to maintain a hold on the original credibility that made it so vital.
Then, a decade or so ago, Element really started to put some effort into re-legitimising its business model in terms of the skateboarders it supports. Talented European riders that middle America mall shoppers wouldn't recognise if they kickflipped them in the face were able to make a living and Element once again found its feet as a vital brand changing the way we think about the skateboard industry.
When you watch ESP it's clear Element is on the righteous path; skaters you've never heard of pulling stunts you never thought possible. Thank goodness Element rediscovered its commitment to skateboarding!
