Our Story

ELMNT, the idea emerged in early 2024 when dad and daughter, Bob and Milly, decided to start producing quality sports apparel accessories that suited their active lifestyle. With the two of us both being into fitness, we set out to design gear that we would want to wear while out training and make it available to others. With the dad’s experience in business and the daughter’s passion for more, we set out to create a brand that wasn’t just about selling clothes but building a meaningful community. We aim to produce a brand highly focused on the values of connection, support, and giving back whilst creating products that people can trust and feel proud to wear. Through "ELMNT," our goal is to unite athletes, adventurers, and everyday society to get out into their ELMNT, fostering a loyal following that feels like one big family. With a mission to make a positive impact beyond apparel we hope you join us and get into your ELMNT as we embark on this journey together.