Elwood Clothing: Vintage-Inspired Streetwear with a Modern Twist
Origins
Elwood Clothing was founded in 1996 by Palmer Brown, professional skateboarder Sal Barbier, and Luciano Mor.Initially rooted in skate culture, the brand gained early success with distribution across the United States, Europe, Japan, and Canada. However, due to various challenges, the original venture concluded after a few years.
In 2008, Elwood experienced a revival under Palmer Brown, focusing on developing unique materials and exploring denim and organic fabrics. Despite these efforts, commercial success remained elusive.
The brand underwent a significant transformation in 2020 when Jackson Wirht (Owner and Business Director) and Justin Saul (Creative Director) acquired and restructured Elwood. This new leadership aimed to align the brand with contemporary aesthetics while honoring its skateboarding heritage.
Ownership
Elwood Clothing is a privately held company, with Jackson Wirht serving as the Owner and Business Director and Justin Saul as the Creative Director. Their combined vision has been instrumental in revitalizing the brand and steering it towards modern streetwear trends.
Aesthetic
Elwood is renowned for its vintage-inspired streetwear, seamlessly blending elements of 1990s and early 2000s skate and surf culture with modern design sensibilities. The brand emphasizes high-quality materials, relaxed fits, and neutral color palettes, resulting in timeless pieces that resonate with contemporary fashion enthusiasts.
Signature Pieces
- Core Collection Hoodies – Featuring an oversized fit with a vintage wash, these hoodies are crafted from 100% organic cotton and have become a staple in Elwood’s lineup.
- Core Collection Sweatpants – Designed for comfort and style, these sweatpants offer a relaxed fit with durable construction, making them suitable for both lounging and casual outings.
- Oversized Tees – Embracing the vintage aesthetic, these tees feature drop shoulders and a relaxed silhouette, available in various neutral tones.
- Heavyweight Hoodies – Constructed with 450 gsm fleece, these hoodies provide a structured feel with an oversized hood, catering to those seeking both warmth and style.
- Vintage Wash Crewnecks – These crewnecks offer a timeless design with a vintage wash, making them versatile additions to any wardrobe.
Retail Presence
In May 2023, Elwood opened its first physical store at Al’s General Store in Los Angeles’ Arts District. This location, steeped in cultural history as a former punk club hosting acts like David Bowie and Nirvana, aligns with Elwood’s fusion of vintage and contemporary influences.
Marketing and Community Engagement
Elwood has effectively leveraged digital platforms, particularly TikTok, to engage with a younger demographic. The brand’s content has garnered significant attention, with videos amassing millions of views and likes, contributing to its resurgence in popularity.
The Future
Under the leadership of Wirht and Saul, Elwood aims to expand its physical retail presence through pop-ups and experiential stores. The brand is committed to maintaining its focus on quality, wearable designs that honor its skateboarding roots while appealing to modern streetwear enthusiasts.
