ABOUT US
ELUV8 started in a garage. Not a big surprise as many companies big and small usually do. The garage ELUV8 was born in was a special garage. In 2004 Devon Allan Towle (founder) and Casey Towle (brother) experienced a tragic loss. Their father died of an unexpected heart attack. So being fairly young Devon 18 and Casey 15 at the time. The boys family allowed them to create what was a "safe haven". Their Mom & Dad had just got them a new pool table and had put it in the garage. Casey ran the table the first game ever played on that pool table. They had just got the new pool table that Christmas. Just a month before their Dad passed. So their aunt Kathleen, who would always take them Skateboarding in New Mexico at Los Altos Skate Park. Came to San Antonio, TX immediately to be with them to console them. As she was/is their favorite aunt. She offered to pay for and help them turn their garage into what is now known as a "man cave". Casey & Devon used this time to finish out the garage and help keep their minds off of their Dad. The boys insulated it, put dry wall up, hung lighting fixtures, decorated it, and finished it out the week that their father Steve Towle passed away. It was a really great bonding experience for the two brothers and a really good way to honor their Dad by finishing out what they were all going to do together. The garage was going to be their "man cave". The now man cave turned into a local spot for all the neighborhood kiddos to come hang out at and enjoy their time. We played pool, board games, darts, video games, art, music, skateboarded, had block parties all kinds of awesome activities. We all still talk about the memories that was shared there in the beautiful blue man cave. It had blue walls like this ELUV8 shirt Rick Golding (skater/ambassador) is wearing to the right, and matched the felt of the pool table.
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One day after a block party the neighborhood had in 2011. Devon had found some really nice sidewalk chalk. Being the artist that he is he put the chalk to good use and started to do a wall mural in the garage. He ended up drawing a face that had LUV in it for "love" representing his dad and love of skateboarding and sports. Then he made an infinity sign. Representing "Love Infinity" on behalf of his Dad and his love for sports, skateboarding, art, music etc. He noticed it looked like an 8 as well and said to himself, "Hmmm... Elevate thats cool. Oh shut LUV8! That would be a cool brand!" Playing around with what he just created Devon did a few different drawing and mock-ups of "LUV8" but something was missing. Then thinking of the E for "Elevate" and the 8 Devon thought of ELUV8. Already much happier with the way it looked, and also could actually sound out "Elevate" for ELUV8. His creative juices started flowing. With this new idea on his mind he couldn't stop thinking about it and how it could make a perfect "lifestyle brand". He went back to the drawing board and came up with what is now the official Trademarked Logo of ELUV8. He designed it to look like a skateboard and snowboard because he loves skateboarding and snowboarding and it just looked great and represented two of his life long passions. He then asked his best friend that he grew up with Daniel McBride of McBride designs. Who is a graphic artists for Sumerian Records in Los Angeles, CA. (IG: @McBrideDesign) To throw the logo that Devon created on some hats, shirts hoodies, and even some skateboard mock-ups. They both freaked out on how cool it looked and new that it would be possible one day to maybe do something with it...