Enfants Riche Déprimés, also known as ERD, was founded in Paris and Los Angeles at the end of 2012 by Henri Alexander Levy. The aesthetic of the luxury fashion brand is a mix between French 70s punk and the French avant-garde movement of the 80s. The focal point of the House is exclusivity: these products are produced in extremely limited quantities and many of them are also unique pieces, made with prints and decorations found in Levy's archives. The aesthetic of the brand lies somewhere between the chaos of elegance and perfect elitist taste. The designer refers to himself as the "concept" of the brand.