About Eleven Eleven

Founded on the principles of craftsmanship, sustainability, and cultural inclusivity, 11.11 / eleven eleven is a fashion label that transcends traditional boundaries. At the core of its ethos is a commitment to preserving and celebrating indigenous techniques, creating clothing that is not only aesthetically pleasing but also deeply rooted in the rich heritage of India.

The brand distinguishes itself through its use of indigenous cotton and 100% natural dyes, setting it apart from mainstream manufacturing. Embracing heritage techniques such as hand spinning, hand loom weaving, hand painting, miniature tie-dyeing, and quilting, 11.11 / eleven eleven produces small batches of slow-made clothing. Collaborating with artisan groups across India, the label ensures that each piece reflects the brand's 'seed to stitch' philosophy.

What sets 11.11 / eleven eleven apart is its focus on communities as the foundation of its value chain. The brand collaborates with artisans, often located in remote areas, who are the custodians of living traditions. These communities work from home, intertwining their daily activities with the crafting process. The self-sufficient model they follow, with minimal carbon footprints, stands as an inspiring example of sustainable living.

The brand's commitment to breaking down boundaries extends beyond fashion. Each season, 11.11 / eleven eleven dissolves distinctions between geographic and gender boundaries, offering clothing that seamlessly transitions between cultures, making it suitable for both day and evening wear. The relaxed silhouettes with a sartorial touch embody the brand's dedication to creating versatile and timeless pieces.

The narrative of interconnectedness is woven into the fabric of 11.11 / eleven eleven. By emphasizing the collaborative effort behind each garment, the brand shifts the focus from the individual to a collective society of makers. The materiality of the clothing connects wearers to the environment, fostering a sense of responsibility towards the planet.

Notably, the brand's use of natural dyes further reinforces its commitment to sustainability. The indigenous ingredients employed in the dyeing process are not only safe for the skin but also environmentally friendly. The brand takes a holistic approach, utilizing nitrogen-rich water and organic matter from the dyeing process for fertilizing local crops, promoting a cycle of regeneration and cooperation between men and women from various traditions of faith.

11.11 / eleven eleven operates as the pret label of CellDSGN Pvt. Ltd., a company with a design vision and marketing initiatives spearheaded by Mia Morikawa, a Graphic Design graduate from Central Saint Martin’s University of the Arts, London, and Shani Himanshu, who holds a Master’s in Fashion Design from Domus Academy, Milan. Their leadership reflects in the brand's commitment to craftsmanship, sustainability, and cultural recovery, positioning 11.11 / eleven eleven as a beacon of conscientious and inclusive fashion.