Skate brand Element draws inspiration from the fruit stand for its upcoming Spring/Summer 2018 streetwear collection. The label taps into the artistic potential of "those little stickers you get on pieces of fruit."
While the decks boast flat and colorful geometric design, the T-shirts, windbreakers and hoodies are vibrant and playful. Element's branding is cleverly incorporated into fruit sticker-inspired illustrations. From apples and oranges to avocados and bananas, the skate brand's motivation is to keep you healthy and fresh.
Dubbed 'You Are What You Eat,' the capsule is creative and mission-driven to "promote a healthier lifestyle among skaters." Alongside the streetwear collection, the skate brand launches a quirky video, filmed by Fred Mortagne. The short features a young man in a hot dog costume, who is having performance difficulties, and a skater in a banana costume who is absolutely killng it.
Photo Credits: Element
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