Fashion is all about standing out, but what if standing out means blending in so well you’re practically camouflaged in a crowd of fashionistas? Welcome to the brand ERL. A brand that managed to make the mundane look like something straight out of a high-fashion fever dream.
What is ERL?
ERL, short for “Eli Russell Linnetz” is the brand and the man himself. A man who’s effortlessly cool but carefree. ERL isn’t just a brand; it’s a vibe—a vibe that screams, “I woke up like this,” but also, “I spent two hours curating this look.”
You might’ve heard of ERL through the whispers of people who know the true meaning of “avant-garde.” Perhaps you saw it on the runway and thought, “Is this fashion or an elaborate inside joke?” Spoiler, It’s both!
The Aesthetic: Nostalgia Meets “What Even Is This?”
Imagine raiding your childhood closet—yes, the one filled with awkward family reunion sweaters and questionable 90s windbreakers. Now, imagine turning those cringe-worthy memories into a chic, nostalgic aesthetic that somehow works in 2024. That’s the brand ERL in a nutshell.
The brand’s collections are like a curated Instagram feed of your coolest friend who somehow makes everything look good. We’re talking puffer jackets that could double as portable sleeping bags and tie-dye that doesn’t make you look like you just came from a Pink Floyd concert. ERL takes the pieces you wouldn’t be caught dead in during your awkward teenage years and turns them into something you’d gladly spend half your rent on today.
Who Wears ERL?
ERL isn’t for everyone, and that’s the point. If you’re wearing ERL, you are channeling a level of coolness without overthinking. It’s the fashion equivalent of saying, “Yeah, I don’t really watch TV ” but we all know you’ve binged every season of Succession twice.
Celebrities with that effortless high-fashion aesthetic are all about ERL. Think of Timothée Chalamet at the Oscars or A$AP Rocky just existing. These are the people who can pull off ERL’s bold prints and oversized silhouettes without breaking a sweat—or maybe they do, but they’re probably wearing the retro-chic sweatbands ERL hasn’t released yet.
Why You Should Care
You ask yourself “Why should I care?” As you sip your artisanal cold brew, scrolling through instagram pretending to be carefree. Well the answer is, that ERL is making fashion fun again. It’s not about following trends; it’s about setting them in a way that makes everyone else feel out of the loop.
Wearing ERL is like being in on a joke that only the coolest people understand. It’s a nod to the past while giving a big “what’s up” to the future of fashion. If you can pull it off, you’re basically telling the world you can wear anything—even that colourful jacket your mom kept from the 90s.”
Final Thoughts
In the world of fashion, where everyone’s trying to outdo each other, the brand ERL is confidently doing its own thing. It’s nostalgic, it’s fresh and just a little bit out there—in the best way possible. So, next time you’re looking to elevate your style, consider the brand ERL. Who knows? You might just find yourself at the forefront of fashion—or at least, looking like you are.
So, are you cool enough for ERL? There’s only one way to find out.
ERL really made a lasting impression with their most recent runway collection,
I love how fantastical his work is. Like an imaginary place in time. Super fun stuff, I take some inspo from ERL when styling myself on the regular :3
Why did you not mention that ERL never uses black models
The brand gives Abercrombie & Fitch energy.
We love ERL
Do you have a newsletter, I love your articles
Does erl have a parent company? Just wondering how they got this big so fast
Salut Jospin,
Un grand merci pour avoir réglé mon permis de travail ! J’étais vraiment surpris en découvrant ton site web. Et je dois dire, j’ai remarqué ton style dès que je suis entré dans ton bureau. Haha !