Element Eden was born from the desire to make a difference. Based around the advocate program, our mission is to inspire girls to follow their own path and to find a different perspective from the old standard. Genuine, creative, and passionate, Element Eden lets you express yourself without saying a word. You are what you wear because you wear what you are.
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ubbed Element Eden, Element’s women’s clothing line was originally created by Elements founder Johnny’s and his wife Kori. They was inspired by a lack of savvy women’s apparel designed for a lifestyle both on and off a skateboard. Kori conceived Element Eden mainly for girls like herself-who didn’t necessarily skate, but who populated the skate community and had a passion for fashion and the brand. However, it’s the line’s broad reach and fresh looks inclusive to all women that have proven crucial to Element Eden’s success over the years. By 2002, Element had taken a leadership role in the industry and began working closely with influential girls within the community. These individuals were our first Eden Advocates and helped shape the ideas of Element Eden as it is today; these girls were artists in every sense of the word. It was their passion and talent, their relationships, and Element’s commitment to them that set the tone and helped create a new idea of what it meant, to a part of the industry. The Element Eden Advocates opened doors and reshaped the industry standard of just participating and competing in action sports. From there, Element Eden grew organically and stuck to the brand’s roots and Advocate program.
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Element Eden Advocates are a team of crafts women, including artists, musicians, filmmakers, social activists, environmentalists, poets, designers, skaters and many other creative and inspiring individuals. The goal of the program is to inspire, as well as presenting a broader and more realistic definition of what it means to be a woman-something with real substance and depth. This more balanced view of the female perspective inspires younger generations and allows Element to forever flourish and adapt with each Advocate. The Element Eden line has been growing and evolving leaps and bounds since it’s inception and has expanded its range to include all product categories. It now appeals to a wider customer base than ever before, and is truly timeless clothing that speaks to any girl who wants unique designs from a company they can relate to. Element Eden is now one of the world’s leading women’s youth lifestyle brands. It continues to lead the way by creating art, messages, and product with the constant goal of making a difference in our world. Element Eden represents positive and enduring lifestyle product, and our Advocates-past, present and future-are among the most talented and inspiring women of today.
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n the path to make a difference, Element Eden grew with the desire to inspire girls to find and follow their genuine creativity
and passions. With the advocate program setting an example to younger generations through a team of confident and driven women, the line has grown to create a balanced female perspective on individual beauty. Making a name for itself through premium designs, unique silhouettes and an ongoing desire to benefit the greater good, we remain grounded in embodying a freedom of expression and the knowledge to live, learn and grow.
Kareena Zerafos
Sarah Larnach
Courtney Brims
Bec Winnel
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‘Mystical’ dress
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‘Soul Mate’ singlet
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‘Field Day’ singlet
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‘Pin Up Girl’ singlet
Today we continue to expand our philanthropic, social, and environmental reach by perpetually growing our sustainable and organic product line, donating to worthwhile causes, running educational and vocational school programs and seminars, awarding scholarships to skateboard camps we’ve grown around the world and nourishing Elemental Awareness, a nonprofit organization with the mission to educate and inspire young people. • social and environmental education • skate camp scholarship programs • skate camps • non-profit and elemental awareness volunteer work • charity support Conscious by Nature is also Element Eden’s all natural fabric category. the element sustainable products program features ethically created garments developed from 100% organically grown cotton. these pieces are the first offerings from element to create an alternative to traditionally manufactured cotton. with your support we hope to expand the organics line and encourage others to wear fabrics whose creation has a lesser environmental impact.
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the element eden design ethos
unique
fabric
and
art
prints
he design team at Element spend a lot of time working on all the details that go
ach season the design team travel the globe for inspiration - not only for new fashion
into the garment and accessory ranges
trends instore, but also to see what people
each season. It’s this attention to detail that we call “made with love”.
are wearing on the street.
Not only are there amazing textural fabrications,
our collections as we love to draw from previous eras
unique trim detailing but also little hidden details that add value and an overall crafted feel to our garments. Look out for little hidden messages like “here’s a hug” and pretty floral pocket bags.
and reinterpret them for a new season.
We also love unique buttons and unexpected stitching colours. Be sure that there is more to our product than what you may initially see. Please make sure our customers are aware of these little details and it will help the wearer have a real connection to the clothing and the brand.
Thrift and vintage shopping also plays a big part in
One of the most defining parts of our collection is the use of unique fabric and art prints. Each season we create 6-8 unique fabric prints that will not be seen from any other brand. We have an amazing pool of well know graphic artsist and Element Advocates that create specific art pieces that we translate to wearable art on clothing and accessories. It is this vibrant mix of art and worldly inspiration that give Element Eden its unique identity.
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o capture a range of trends and to provide fresh product stories and merchandising
n Element Eden girl is passionate about life, she is inspired by art and creation.
looks instore Element Eden design capsule
She is conscious about social and
collections each season so that every month or two the brand can be refreshed and provide a new shopping experience for our customers. Keep our catalogue handy for ideas on styling outfits and the instore merchandising guides for fun DIY merchandising tips. Be sure that while each collection looks great as a whole, there is also room to incorporate the other themed collections because of the lovely colour pall ette that works well together all year round.
environmental awareness. • She is empowered despite obstacles in front of her. • She is beautiful inside and out. • She follows her dreams and speaks from her heart. • She is fearless. • She is ready to Live, learn & grow.
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Amanda herecomesthesun.blog
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Ally unknownpleasures blog
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Elsie A Beautiful Mess Blog
Liss Daydream Lily Blog
Sone Polli Blog
s e a s o n a l
c o l l e c t i o n s
lement Eden has 3 main collections a year • WINTER, • SUMMER • HI SUMMER.
Our Winter Collection falls from January through to June with trans - seasonal and lightweight garments such as dresses, tankers and light weight knits falling into the earlier months, and heavier garments such as coats and jackets becoming available in store in the later months.
Our Summer Season drops instore from June through to September. Our Summer season is very trans - seasonal, with cardigans, capes and knits falling in June/ July when it is cooler, and a heavy focus on shorts and tanks when the weather starts to get warmer from August through to September.
Our Hi Summer Season, which drops instore between September and December is where you will start to see Element Eden have a lot of fun with colours and prints! As Christmas falls within this period accessories and gifting are also of importance.
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HI SUMMER 2 0 1 1
213872A PRETTY AS A PICTURE DRESS
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ere are our top selling styles for the last 3 seasons and the predicted top styles for Hi Summer 2012.
214283A CLUBHOUSE SINGLET
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214274 COMMUNITY SINGLET
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214864A DUKE DRESS
214368A DANCE WITH ME SHORTS
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WINTER 2 0 1 2
HI SUMMER 2 0 1 2
SUMMER
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226425 DAWN KNIT
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226812A KITTY BEANIE
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223297A ACE SINGLET
2
226426A BELLE KNIT - FADED ROSE
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226341C PACIFICO MERLOT
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214368A DANCE WITH ME SHORTS
3
223422A SOULFUL KNIT
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223361E IDOL - CHELSEA BLUE
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223119A FLUENT TEE
224274A LOVE HEART SINGLET
223281A FONT SINGLET - CRIMSON
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224126A SPRINKLE TEE
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224866 LOUNGING AROUND DRESS
224372A RIC RAC SHORTS
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224288 BELIEF SINGLET
merchandising
&
presentation
he interior of your store and how the Eden brand is represented offers the consumer an insight into the personality of our brand. To help give you the opportunity to best showcase our monthly collections instore, we create seasonal visual merchandising guides to assist in grouping colour palettes and collections to best sit together on a consistent wall, to ensure the Eden girl can mix and match pieces to create an amazing outfit.
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e also provide prop suggestions and D.I.Y ideas to inspire you to create areas within your store that best represent the Element Eden ethos ‘Made With Love’.
no sew
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HANDKERCHIEF BUNTINGS DIY
What Whatyou youneed: NEED:
• Pretty Vintage handkerchiefs
• Nimble fingers
What you DO:
Simply fold the handkerchiefs into triangles and tie the ends together to create a bunting of the length of your choice!
SIMPLE AS THAT!
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hese props are suggestions of what you could use instore when merchandising your Element Eden area. We encourage you to trawl through your local op-shops, markets, tip shops etc, to find these sorts of vintage treasures.
eden is.....
Vintage things, pretty things, sweet things, white things, ruffles, French things and bathtub lounging, long socks and vintage china, ballet flats, clay tags and old bottles, taking photos, fancy deli’s and summer days, italian coffee, new friends and chandeliers, treasure hunting and cosy winter things, flower markets, tea dresses and pots of tea, flea markets, hammocks with quilts and making things, driftwood & reading on the beach, embroidered linens, home cooking and sofa sinking, roses with nautical stripes, wooden floors and old sash windows.....