Elwood Relaunches With Grander Focus

After a 1-1/2-year hiatus, Elwood, a Los Angeles–based streetwear brand with skate roots, is relaunching for Spring/Summer 2008.

The line—founded by friends Palmer Brown, pro skater Sal Barbier and Luciano Mor—got its start in 1996 as a denim line. The brand has since grown into a complete streetwear collection.

“We got a good start, except that we had no business experience, which became a big challenge,” Brown said. The brand, which drew on the founders’ love of skateboarding, quickly landed in core shops and boutiques in the United States, Japan, Europe and Canada. “Our product was unique, and the brand worked—until our inexperience caught up with us,” Brown said. Out of money and unable to compete with lower-priced brands, Elwood shuttered its operation, and its founders went their separate ways.

Now, with new funding and a more-collection-driven direction, Elwood returns for Spring/Summer 2008. Launched at the Action Sports Retailer Trade Expo in San Diego in September, the new Elwood focuses on custom fabrications and classic styles. “The vibe is the same as before, just maybe a little more mature. We’ve developed our own fabrics and made all of our own denim. Our T-shirts are made from organic cotton. Making our own fabrics gives us an edge,” Brown said. “In the past, we had no money but a lot of ideas. Now we can really step up our execution and do everything I’ve ever wanted to do.”

For Spring/Summer, Elwood is offering clean denim, plaid and striped short-sleeved woven shirts with removable collar stays, polo shirts, track jackets, walk shorts with welt pockets, waterproof boardshorts, and super-soft flannel shirts with a hidden iPod pocket and tailored twill pockets for guys.

Specialty touches abound. One of Elwood’s jeans styles is made of hemp and organic cotton, and another features a hidden bottle opener built into the coin pocket. Girls get a capsule collection that includes minimalist denim, boot-cut corduroy pants, filmy tanks, T-shirts, polo shirts, a patch-pocket dress and a hooded poncho with a kangaroo pocket. Fall 2008 will include a deeper women’s offering.

Being eco-friendly and socially conscious is a big focus for the company, which manufactures overseas in fair-trade factories and focuses on developing organic and environmentally conscious fabrics. Elwood has also committed to participating in the 1% for the Planet program, started by Patagonia founder Yvon Chouinard, which supports environmental organizations.

For more information, call (310) 815-0150. —Erin Barajas