A creative through and through, Eli Russel Linnetz's illustrious career in entertainment—creating films for Kanye West, designing sets for Lady Gaga, and taking photos for the Kardashians, among others—felt like a stepping stone for his fashion endeavours. Prior to launching his debut apparel label ERL in 2018, Linnetz has already collaborated with brands such as Comme des Garçons and Nike, designing well-received and sold out garments. Inspired by all things California, the brand reworks classic Americana and injects it with possibility—after all, where else can you go skiing, hike a trail, and tan on the beach, all in the span of a day?