Since its humble beginnings, Element was created out of passion and an unwavering dedication to making a positive difference. The tree continues to grow while it respects its deepest roots and embraces the landscape of skateboarding, and the lifestyle that surrounds it. From team riders to advocates, and product to marketing, Element is all inclusive, whose mission is to lead not follow, and leave an imprint deep enough, that it continues to make the world a better place. Element is proud to announce their new uk Element shop at london's Seven Dials in Covent Garden. Over three floors, the Element london store features the full range of clothing and accessories for mens, womens and kids, as well as skateboards and footwear.