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Schillereff on new Element Emerald Collection

By Shelby Stanger
November 29, 2011 7:10 AM

Today we talk with Element Founder and President Johnny Schillereff about Element’s new Emerald Collection, including why it was created, the target market and the target distribution.

 

The Emerald Collection has recently arrived in stores.

 

Why did you start the Element Emerald Collection and how has it been doing?

There's been a very positive response.

 

Element BootsIt was a natural path, as Element has matured, so have our interests, taste levels and choices, but the love, passion and appreciation for our rich history has only grown stronger.

 

From this came the concept of creating a collection that embodies these individuals and ideals, all the while inspiring and making a positive impact on our world. Our goal with the Element Emerald Collection was to create a sophisticated, environmentally friendlier line.

 

With so many brands doing lines for older consumers, was this your answer to do a line that was more in line with what you would wear? What makes this line special?

There's a void in the market, as most eco-friendly clothing lacks relevant, fashion forward design. We are all growing up and our tastes levels have evolved. I’d much rather go into a retailer who's nurtured our industry, than another retailer to find premium, steezy, fashion. Especially since our industry has been instrumental in defining many high fashion trends.

 

In addition, I think with the Internet, the youth has greater visibility and a stronger appetite for higher fashion.

 

Since the line has higher price points, there were fewer limitations and more freedom to explore detail and increase environmentally friendlier materials and styles.

 

The line consists of apparel as well as a full range of casual footwear.

 

What shops carry the line?

Key retailers include Fred Segal, Lizard Lounge in Portland, Chicago's Belmont Army, Wright’s in Manhattan Beach, The Bunker in Kansas City, Bloomingdale’s, Stade California, Jack’s, and Swell.com.

 

How big did you go with the line in terms of distribution?

We limited distribution initially to targeted shops that can tell the story, and speak to the Emerald customer.

 

See Page 2 for more about Element Emerald

 

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