ERL was founded by Eli Russell Linnetz in 2019. Linnetz, a creative director, artist, and fashion designer based in Los Angeles, California, is best known for his work with Kanye West, having directed several of West's music videos and stage productions. Drawing inspiration from sources such as 90s skate culture and vintage sportswear, ERL is famous for its eclectic and whimsical designs. The brand has gained a following among fashion enthusiasts and celebrities alike, with high-profile fans including Travis Scott and Kendall Jenner.