ERL

ERL, the brainchild of Eli Russell Linnetz, is a luxury unisex fashion brand that perfectly encapsulates the laid-back spirit of Venice Beach, Los Angeles. Founded in 2020 under the prestigious Dover Street Market Paris umbrella, ERL has quickly become synonymous with a blend of casual elegance and cutting-edge style. Drawing inspiration from the sun-soaked, carefree lifestyle of California, ERL’s collections are a refreshing take on American fashion staples, reimagined with a modern twist.

Eli Russell Linnetz, the creative force behind ERL, is a name you might not know, but his influence is undeniable. An artist, photographer, director, and stage designer, Linnetz has left his mark across the entertainment industry. He’s created a floating stage for Kanye West’s "The Life of Pablo" tour, directed music videos for the rapper, and photographed celebrities like Lady Gaga and Justin Bieber. His distinctive, lo-fi, high-emotion imagery has shaped the aesthetics of music videos and celebrity photography, but it’s his foray into fashion with ERL that showcases his unique vision in a new, tangible form.

ERL’s debut collection featured rugby shirts, sports jerseys, Farrah Fawcett jean shorts, and long johns, all photographed on surfers around Venice Beach. This collection captured the essence of American youth culture, presenting a friendly, unpretentious dreamscape where jocks and beachgoers wear sun-bleached pastels and shaggy shearling boots. The clothes are simple yet sensual, embodying the casual ease and intimate connection to California’s coastal lifestyle.

For Linnetz, ERL is a deeply personal endeavor. Growing up in Venice Beach, he was immersed in a creative, free-spirited environment. His collections reflect this upbringing, designed to be as easy and effortless as his preferred attire of boxers and bare feet. This sense of authenticity and honesty is what sets ERL apart in the crowded fashion landscape.

Despite his success in various creative fields, Linnetz’s transition to fashion wasn’t without its challenges. He took a step back from the chaotic celebrity industry to find peace and focus on creating something meaningful. This tranquility is evident in his designs, which prioritize harmony and self-expression over commercial pressures.

ERL’s collaboration with Dover Street Market Paris has been pivotal, allowing Linnetz the freedom to explore his creative vision without constraints. The brand’s unfiltered charm and authenticity have resonated with fashion enthusiasts, making it a secret success. Linnetz’s hands-on approach—designing, photographing, and styling each collection himself—adds to the intimacy and appeal of ERL.

Looking ahead, Linnetz envisions expanding the narrative of ERL, continuing to tell the American story through the lens of Venice Beach. While he remains true to his roots, the potential for growth is vast. Whether through opening a multi-purpose space that blends fashion, art, and music or simply continuing to create authentic, organic collections, Linnetz is committed to staying true to himself and his vision.