London’s skate and streetwear scene just got a big addition in the form of ELEMENT opening its new flagship store at the heart of Covent Garden. Occupying a 2,800 square-foot space, the store is spread over three floors stocking the brand’s entire selection of men’s, women’s and kids’ apparel, in addition to accessories and footwear. Also available are key seasonal product highlights, such as the Fall 2014 Wolfeboro jacket range. The Element Basement below the main floor displays a full range of skateboards, hardware, footwear and backpacks, and features a tree trunk that extends upwards into the main floor — a motif of brand’s heritage.
In celebration of the store opening, the launch party presented the “Road to Wolfeboro” photo exhibition by Brian Gaberman and a live music performance by Bastien Duverdier and team rider Ray Barbee. A team signing with Element Pro riders Nyjah Huston, Madars Apse and Ray Barbee was held at the first opening day, providing an opportunity for fans to get close and personal with their idols. Watch the video below for a recap of the store opening events.
13 Shorts Gardens
London WC2H 9AT