Part 3 of the element documentary is out. I was a little skeptical when this series started, expecting to enjoy the early period but lose interest as it moved into more recent history. I’m pleased to say I was wrong and with this latest episode I’m understanding a lot more about the brands trajectory from what I remember in the mid nineties to where it is today.

“MAKE IT COUNT is a four-part documentary, which showcases Element’s defining moments and delves into its compelling story. From its humble beginnings, to a forward thinking global brand, this film covers two decades of stories and imagery.”

Here’s links to the Chapter 1 and Chapter 2 posts with embedded video as above. Visit the Make It Count website to watch and download each episode in a variety of resolutions.

The second chapter of the Element documentary is finally out, covering the period I’ve been most excited about seeing again. The first chapter focused largely on Johnny Schillereff and his personal background but this one moves on to the original Underworld Element initiated with Andy Howell.

“The first incarnation of Element came in the form of a small collaborative, East Coast company called Underworld Element. Most often referred to as Underworld, the company was inspired by the hip-hop movement and used a mixture of urban styles and reflected a raw and controversial vibe.

Soon after its inception, Underworld was plagued with many challenges, and the business began to collapse. Its original crew had all moved on, and Johnny was left with two choices: either turn the struggling brand around, or abandon Underworld altogether and start something entirely new.”

You can watch the above on the Element site at a variety of resolutions here.

If you’re into the documentary then the first Element video ‘Fine Artists’ (above) is a good follow up move.

I’ve been looking forward to this… the first chapter of a four part film, telling the story behind Element. From it’s early roots as an offshoot of New Deal, to the global brand it is today.

“MAKE IT COUNT is a four-part documentary, which showcases Element’s defining moments and delves into its compelling story. From its humble beginnings, to a forward thinking global brand, this film covers two decades of stories and imagery.

In creating Chapter 1 of 4, “WIND” Kirk Dianda (director) followed Johnny Schillereff (Element founder & president) and dug into his history, interviewing the very people that have shaped his life and the company. The opening and closing sequences give you a small taste of the diverse community of people interviewed for the entire project, topics covered, and nostalgia that was un-earthed.”

The remaining three chapters are to be released on the first of each month. Use the button on the bottom right of the player to view full screen. Alternatively, you can watch and download in medium and high resolution here.

Here’s something tasteful to fill a half hour gap in your weekend. From the Winter 2004 issue of the long gone and sadly missed ON Video Magazine…

“Few skate spots on earth can claim the notoriety of philadelphia’s love park. its location and design have made it the focal point of east-coast skateboarding. for the first time, ricky oyola, stevie williams, josh kalis, kerry getz, tim o’connor, and a host of local notables tell the tale of this legendary landmark.”