Elusion Clothing, now EC77, was created in 2006. The brand originally started as an urban line, selling mostly t-shirts with hip-hop slogans and sayings. Over the years, the brand has progressed into more of a modern line, carrying everything from jackets to denim, to bags and other accessories. The brand’s bestselling items are the Raw Edged Goods, tees, hoodies, shorts & pants. The company was founded by Dani Merritt, but originally started off as an idea of hers and three of her friends in 2001. Merritt went ahead and launched the company officially in June of 2006.