Element has also diversified their business model with ventures into retail with Element stores across the globe, advocate programs supporting artists such as Thomas Campbell and Fred ‘French Fred’ Mortagne, Women’s fashion through the Element Women’s range and the most cohesive approach to supporting European skateboarding of any brand in the industry through their dedicated European team.
As with all penny boards, the Fade has a waffletop on the deck so that you have plenty of grip and stability as you ride. The plastic material of these boards is durable enough to withstand being run over, and the trucks and wheels are of similar high quality. This board is not made for the beginner that wants to skate downhill or do a lot of speedy skating – the short length makes it dangerous for that. But if you’re just interested in commuting and want something portable, this is a great choice.
Skateboarding is the best and worst thing that’ll you’ll ever have the pleasure of tearing your hair out over. In a typical day of skating, you’ll get hurt, you’ll get incredibly frustrated, and eventually land a trick that’ll make it all worth it - if you’re lucky. Choosing a skateboard is fairly simple if you know what shape and width you like. If you’ve been skating awhile, you’re probably fairly familiar with what board brands you like skating. If not, there are a number of resources to help you choose the best skateboard for your skating style. Continuing to read this little spiel is going to take the least amount of effort on your part.
Following stints on the US brands Mad Circle and Arcade and a pro model on the then hugely popular European brand Cliche skateboards, Pontus Alv quit his board sponsor and moved back to his hometown of Malmo, Sweden in the early to mid 00’s. During this time Pontus took what might be called a creative hiatus but which would be more accurately explained as a re-connection with his roots. After returning to Malmo, Alv became heavily involved in building and creating the scene there, working alongside friends to build a number of DIY skatespots through the city such as the now legendary Savanna-side and Steppeside projects.

Individuality and a self-expressed casual style have always been cultural values for skateboarders, as uniforms and jerseys are not typically worn.[88] This type of personal style for skateboarders is often reflected in the graphical designs illustrated on the bottom of the deck of skateboards, since its initial conception in the mid seventies, when Wes Humpston and Jim Muri first began doing design work for Dogtown Skateboards out of their garage by hand, creating the very first iconic skateboard-deck art with the design of the "Dogtown Cross".[89][90][91]


Founded by the original technical street skaters Daewon Song and Rodney Mullen, Almost Skateboards always pushes the envelope with fun, artistic cartoon graphics paired with high quality materials.  Almost was one of the first brands to implement carbon fiber layers to their decks in the “Impact” deck line to increase the deck’s life and better maintain its shape.
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