Element

About

Element built its name in 1992, when Californian skateboarder Johnny Schillereff set out to make a brand that reflected skate culture honestly rather than repackaging it for the high street. Three decades on, the label's guiding line, Skateboarding, Nature, Culture, still runs through everything it makes, from decks to the chinos, jackets and t-shirts now on Urban Industry. Element is built by riders first, and the clothing follows that logic rather than a marketing brief. Its Conscious By Nature initiative runs organic cotton and recycled polyester through the core range, part of a wider move among organic cotton essentials we carry, and that same nature-facing side of the brand is about to get bigger: a new Element outdoor range, including fleeces and further waterproof jackets, is landing at Urban Industry in the coming weeks. For a UK customer who came through streetwear and skate wear, Element's tailoring reads as a natural fit rather than a stretch. How Does Element Stack Up Cotton twill chinos: the Regular Comfort Chino Twill Pant is cut from a tight woven twill that drapes cleaner than a standard cotton chino, giving a smart-casual leg line that still moves properly if you're skating or cycling in it. Heavyweight canvas jacketing: pieces like the Dulcey Canvas Jacket use a dense cotton canvas that resists abrasion and holds its shape, the same logic workwear brands apply to a jacket that has to survive a full shift. Waterproof shell construction: the Alder 2.0 Travel Waterproof Shell Jacket carries a taped, waterproof membrane and packs down small, built for a climate closer to Cornwall than California, and it sets the template for the further waterproof jackets joining the range shortly. Pleated chino silhouette: the Big Pleated Chino Pant gives a roomier thigh for anyone who finds a slim chino restrictive, without losing the tapered leg that keeps it out of the workwear category. The Urban Industry Take on Element Element's chinos and canvas jackets earn t