element eden

element is typically a skateboard clothing company, though with their newest line, element eden, I’m seeing more feminine touches to the usually boy-ish clothes. I love the concept of the line. they developed a program called the element advocate where they select a girl to work with them to help nourish element eden. the girl is featured in the advertising, profiled on their website, and in their catalogs. this girl may be a poet, an artist, a musician, or anything else that they have a passion for in life. I love the idea that they are inspiring as well as continually developing a realistic definition of what it means to be a girl.