Founded in 1997 in Los Angeles by Rod Anthony and Eric A, EMORTAL stands for being an Extraordinary Mortal in an everyday world.

Before “streetwear” had a name, EMORTAL was already in motion—rooted in LA’s underground scenes of hip-hop, street dance, and creative resilience. We launched with our iconic box logo tee in '97, and in 2018, introduced the three-headed dragon 'E'—a symbol of growth, legacy, and the past, present, and future of Emortal.

In the early 2000s, we represented at fashion trade shows like the ASR (Action Sports Retailer), MAGIC, POOL, and AGENDA Shows—cementing our place in the evolution of independent streetwear.

During that time, the Emortal brand was carried in respected street and skate boutiques across the U.S., including In4mation HI, Lafayette NY, Reed Space NY, Atomic Garage LA, and TRUE SF. Our reach extended internationally, with distribution in Japan, Hong Kong, Taiwan, and Belgium, connecting our LA roots to a global creative community.

In 2004, co-founder Rod Emortal continued the brand’s journey solo, carrying forward the vision and evolving EMORTAL into a resilient, purpose-driven label that stayed rooted in its origins while pushing culture forward.

Following that transition, we began collaborating with local artists and creatives who shared our vision—most notably Bill Dennis and Jayski One—infusing the brand with fresh perspectives while staying grounded in LA’s creative heartbeat.

For over two decades, we’ve remained independent and community-driven—dropping timeless pieces and documenting culture through design, film, and photography.

EMORTAL isn’t just a brand. It’s a mindset, a legacy, and a movement.