Elwood Clothing: From Skate Roots to Streetwear Renaissance

In the ever-evolving world of fashion, few brands have managed to bridge the gap between skateboarding authenticity and modern streetwear appeal quite like Elwood Clothing. Born in the mid-'90s and reborn in the 2020s, Elwood’s journey is a testament to reinvention, resilience, and a deep respect for subcultural style.

🛹 Origins: A Skateboarding Soul

Elwood Clothing was founded in 1996 by Palmer Brown, professional skateboarder Sal Barbier, and Luciano Mor. The trio envisioned a brand that would reflect the gritty, creative spirit of skateboarding culture. With its roots firmly planted in the skate scene, Elwood quickly gained traction across the United States, Europe, Japan, and Canada. Their early designs were raw, functional, and unmistakably tied to the lifestyle of skaters who lived in their clothes.

🌟 Notable Moments and Sponsorships

Elwood wasn’t just a clothing brand—it was a movement. They sponsored a skate team that included respected names like Kenny Anderson, Silas Baxter-Neal, and Dan Drehobl. These riders helped cement Elwood’s reputation within the skateboarding community, not just for its gear but for its ethos.

However, in 2011, Elwood made the difficult decision to disband its skate team to refocus on apparel design. While this marked the end of an era, it also signaled the beginning of a new chapter.

🔁 Reinvention and Revival

After a brief hiatus and a denim-focused revival in 2008, Elwood underwent a major transformation in 2020. The brand was acquired by Jackson Wirht (Business Director) and Justin Saul (Creative Director), who brought fresh energy and vision. Their goal? To honor Elwood’s skateboarding heritage while steering it toward contemporary streetwear.

Under their leadership, Elwood embraced vintage-inspired aesthetics, drawing heavily from 1990s and early 2000s skate and surf culture. Their collections now feature oversized hoodies, heavyweight crewnecks, relaxed-fit sweatpants, and drop-shoulder tees—all crafted with premium organic fabrics and a muted, timeless palette.

🏬 What They’re Doing Now

Today, Elwood is thriving as a streetwear and loungewear brand based in Los Angeles. In May 2023, they opened their first physical store at Al’s General Store in LA’s Arts District—a location steeped in punk history, once hosting legends like David Bowie and Nirvana.

Their marketing strategy leans heavily on digital platforms, especially TikTok and Instagram, where their relatable, stylish content has resonated with a younger audience. Elwood’s direct-to-consumer model dominates their business, though they’ve also become one of Nordstrom’s top-selling brands in the young men’s category.

Beyond fashion, Elwood has launched a community-focused membership program called the “Country Club,” offering fans a sense of belonging and perks that go beyond clothing. It’s a nod to the emotional connection people have with the brand—a place to feel seen, heard, and stylish.

ELWOOD CLOTHING PROMO Skateboarding 2008

Elwood Clothing Costa Rica tour (2003)

Elwood Clothing Dressin' for Recession East Coast