Yeah. We had an incredible response. The Element brand, logo and name translate well to a high-end customer.
I’d like to think individuals interested in Element tend to be more open and active-minded, so people were excited to see us take this direction. We are also an established brand, so the customer who has grown up and been loyal to Element was excited to see the collection.
The Element Emerald launch at Saturdays Surf in Soho.
We did an event to launch the line in July at Saturdays Surf in SoHo. They are a great example of the audience Emerald speaks to. They have a great appreciation for the surf and skate culture and being connected to the natural world.
Especially as core participants -- there's no question as you evolve, so do your taste levels, interest and awareness with other genres and lifestyles beyond just board sports -- such as the environment, art, music and fashion. Emerald lets us explore and expand our reach with these customers.
At the Saturdays event, the collection was showcased in their courtyard outdoors, which translated well with the urban-organic vibe the product represents. We had a huge turn out, and were ecstatic with the positive feedback from the media and tastemakers in the New York fashion scene. It translated with a surge of coverage from notable sources such as GQ. This was new territory for us, so to make that kind of positive impact in the fashion capital of the country was huge.
Looking forward to 2012, we have developed an Advocate program that is built around legendary photographer Brian Gaberman and well-respected artist Thomas Campbell.
There are countless creative individuals beyond actual athletes who have equally contributed to shaping our industry’s rich history and culture, and I think Emerald is a great platform to celebrate that. These guys are amazing examples of people who have done incredible things for our industry, and this is a great way to highlight them.
It’s not just about act of the sport or being competitive -- it’s about all the creative contributions people have made beyond that, from other perspectives of the lifestyle.
Besides the launch, we've been organic about the way we are seeding product and approaching our customers and retailers. By word of mouth, Emerald is already catching fire. Our sales and distribution strategy will be key.
The Emerald Collection will be sold domestically and internationally within select current accounts and specialty boutiques. It’s not exclusive; we’re simply making sure stores that carry Emerald can clearly tell the story and speak to its audience.
It’s been a great opportunity to have less boundaries and more freedom when it comes to what we are designing, the attention to detail and environmentally friendlier materials. The Emerald Collection has also just given us a chance as we are growing up and evolving, to create product for ourselves internally as well as externally… It’s been an amazing creative process, and really fun.
Element has boundless potential. We are a brand with a purpose and deep roots. We can and will do much more to tell our story beyond skateboarding. I always say that Element is a positive lifestyle brand, with skateboarding at its roots.