While several homegrown labels have embraced and elevated traditional textiles and crafts, 11.11/eleven eleven has cultivated a design language that sets its silhouettes noticeably apart. Much of the labels’ core foundations are derived from their belief that “the moment we put on clothing, there is a shift from being an individual to an interconnected member of society”—amplifying the larger role of crafted clothing beyond simply enveloping the body. 

Co-founded by Himanshu Shani and Mia Morikawa in 2008, 11.11/eleven eleven is renowned for creating a limited batch of seasonless garments that include shirts, outerwear, dresses, T-shirts, accessories, and more. A hallmark of the brand is its understated simplicity—steering away from ornate craft techniques, 11.11/eleven eleven leans into a luxurious, refined aesthetic. While it is common to find crafts such as Bandhani, Kantha, Shibori, and Indigo dyeing in their collections, 11.11/eleven eleven stands out by challenging our familiar perceptions of how these techniques are usually placed or applied to clothing. These visual elements, some of which also combine two distinct surface techniques, give rise to inimitable pieces— exemplified by their ‘Indigo Flower’ line— an aspect that has created a strong footing for the label within the industry.

Beyond design, the brand is widely recognized for its commitment to mindful creation and environmental responsibility. This commitment is embedded in the label’s philosophy, starting with the use of 100% natural dyes that create a rich, earthy palette of indigo, off-white, smoke, and more, and extending to the slow-made production process in collaboration with artisans across India.

Founded at a time when sustainability was not yet a mainstream concept, labels like 11.11/eleven eleven have made a significant impact through storytelling, communicating its value as a vital component of establishing a presence in today's fashion landscape. Their focus extends beyond the superficial aspects of design; it encompasses the narratives, intentions, and transformative potential of clothing in an age characterized by a culture of instant gratification.