Enfants Riches Deprimes
Pronunciation [ɑ̃fɑ̃ ʁiʃ dɛpʁimɛ]
Etymology translates from French as ‘depressed rich kids’
Founder Henri Levy
Prior to becoming a world-famous conceptual artist, the ‘depressed rich kid’ Henry Levy lived a wild youth, which secured him a punk status. He was expelled from the most expensive boarding school in the world, dropped out of a prestigious university in California and was forced into rehab for drug abuse. Eventually, it is the founding of Enfants Riches Deprimes that has found an outlet for his rebellious spirit in creating art and fashion articles.
‘Even a person who is not familiar with ERD stops their gaze on these pieces due to their intrinsic charisma and intangible charm. People may not even understand what exactly it is that touches them.’
Originally, ERD was conceived as a creative collective but Levy was doing everything on his own: he did paintings inspired by expressionism, recorded music mixing his favourite vinyl records and designed iconography for the brand. The result is elitist street fashion steeped in counterculture and nihilism. It was also Levy’s deliberate decision to limit the availability of the products, as he considers them part of his artistic expression being personally involved in everything that goes under the name of the brand.
‘He had a collection featuring two identical sweatshirts in different colours, but they were made with the same materials and had similar embroidery. Yet, one cost three times as much as the other. So, I asked Henry, “Why? They are the same”. He pointed to the one that was more expensive and said, “Well, this one is just my favourite”. And it’s so charming, it gives you joy. As if he doesn’t give a damn, doing whatever he wants. But when you get down to the product, it’s absolutely beautiful and gives you this audacious feeling and daring look.’
In Russia, ERD is available exclusively at SV77