EMORTAL 

Founded in Los Angeles in 1997 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—born from LA’s underground scenes of hip-hop, street dance, and DIY creative culture. What started as a reflection of community and self-expression became a living archive of movement, resilience, and style.

We launched with our iconic box logo tee in ’97. In 2018, we introduced the three-headed dragon “E”—a symbol of growth and continuity, representing the past, present, and future of EMORTAL.

In the early 2000s, EMORTAL was showcased at influential fashion trade shows including ASR (Action Sports Retailer), MAGIC, POOL, and AGENDA—helping define a new era of independent streetwear rooted in culture rather than trends.

During this time, the brand was carried by 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 LA’s underground to a global creative community.

In 2004, Rod Emortal continued the journey independently, carrying the original vision forward while evolving EMORTAL into a resilient, purpose-driven label—staying grounded in its roots while pushing culture forward.

As the brand evolved, EMORTAL collaborated with local artists and creatives who shared the same ethos—most notably Bill Dennis, Jayski One, and Inna2nd—infusing fresh perspectives while remaining anchored in LA’s creative heartbeat.

For over two decades, EMORTAL has remained independent and community-driven—creating timeless pieces and documenting culture through design, photography, and film.

EMORTAL still remains.
Rooted in resilience.
Never giving up.