ERL is taking the flip-flop trend into new territory this summer with the brand’s entry into the sandal category.
For founder and designer Eli Russell Linnetz, the launch was a long time coming since he has been making flip-flops for about four years for look books and campaigns.
“Flip-flops have always been a part of our brand DNA,” Linnetz told FN in an interview ahead of the launch. “It’s funny to me to hear that now they are trending because flip-flops are part of my everyday life. It’s kind of like what we’ve always been doing, especially as a California-centric brand. It’s also funny because it didn’t even occur to me to sell flip-flops for such a long time, but I think now it makes sense to release them.”
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And in true ERL fashion, consumers can expect a bold interpretation of the trend. Designed in Venice Beach, Calif. by Linnetz, the ERL flip-flop comes in three distinct styles — Low, Big and Huge. True to ERL’s playful approach to proportion, each style offers a bold and expressive take on a classic silhouette, literally taking California style to new heights.
“What I love to do at ERL is twist things or put them in an extreme way,” the designer said. “With my background in 3D animation and film, I love to play with proportion and scale in a 3D space where there’s no sense of reality. That’s how these came to form.”
Of the three sizes, the “Low” flip-flop is more of a traditional silhouette that hugs the ground closely with a 1-inch sole made of molded EVA rubber and foam. Taking it to the next level, the “Big” flip-flop the shoe to a 5-inch sole. And for the bravest style mavens out there, the “Huge” flip-flop towers above them all with a market-topping 8-inch sole.
Sporting a suede and webbed nylon strap, the ERL flip-flop features the signature ERL silicone monogram tab also found on the cult-favorite Vamp shoe. With each platform height, each version is engineered for comfort, balance and expression, the designer noted.
“Everyone’s saying flip-flops are trending, and I’m like, ‘Alright, I’ll raise you,’ literally,” Linnetz said with a laugh. “But the most interesting thing I’ve seen so far is that a lot of guys have been wanting to wear the platform versions, which I think is in its own way, super punk. I always love finding those little loopholes, or new kind of energies, and I love that some guys are just thinking about things in a new way. And that by even just changing the proportion or playing with the size of things, I feel like it’s such like a loophole in the consciousness.”
This release follows the success of ERL’s Vamp shoe and continues the brand’s momentum in footwear.
“I’m obsessed with making shoes, and footwear has become a big focus for me. It’s been really cool to get into the rhythm of making new shapes and models,” Linnetz added.
The designer said he is developing six new styles for this year — some of which will be a running shoe, a basketball shoe and cowboy boots. “There are also new versions of the Vamps coming this year as well,” Linnetz mentioned. “We are just continually working on building up our shoe offering.”
The new ERL flip-flop range is available on Erl.store in two colorways — Pirate Black and Sand. The Low model retails for $185, the Big retails for $375 and the Huge, which is made to order on request, will cost $1,250.