ERL - The brand we needed

In 2018, The photographer, director, actor, creative Eli Russell Linnetz founded the brand ERL. Eli was born in California's Venice, better known as Venice Beach, in Los Angeles, and spent his entire childhood and youth there, eventually graduating from the University of California with a degree in screenwriting. Thus began his career as a photographer, director and screenwriter becoming one of the most influential photographers in the contemporary music scene. Just think of his collaborations with rapper Kanye West, to date Ye. The track Famous featured on the 2016 album The Life of Pablo is one of his masterpieces where much of the visual output is curated by the young creative himself. His photographic style is fun and mainly depicts typical American scenes thus contributing to a strong development of the American pop scene. Success came through a number of adv campaigns that ridiculed American stereotypes, e.g., the football player, the much-loved stars and stripes flag, jeans, and the typical Wild West cowboy figure; without forgetting the more thorny and sexualized representations of men, trying to introduce a more genderless vision in step with social and cultural changes, through the use of short garments such as shorts and crop tops, with a predominantly feminine aesthetic. All of these traits are carried over into the aesthetics of his clothing line, which has already been driving the web crazy for months. 

Brand that concretizes in clothing all that youthful and rebellious Venice Beach scenario, to which each of us would like to belong: bright colors, pop motifs combined with the aesthetics of surfers, skateboarders and jaunty kids who populate the coast. The collection ranges from sweaters, sweatpants, shorts, sweatshirts, hoodies and t-shirts. In other words, a creative talent who through his funny photographs tells his vision of America and fashion. ERL is the brand we all needed.

The new collection of Erl is available online at quaranta.eu