In an industry where trends change every season and brands often come and go, 11.11 / eleven eleven has quietly built a legacy that has lasted since 2008. Founded by Shani Himanshu and co-founded by Mia Morikawa, the label has spent nearly two decades proving that craftsmanship, sustainability, and thoughtful design can stand the test of time.
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From the very beginning, the brand chose a path different from mainstream fashion. Instead of focusing on mass production and fast-changing collections, 11.11 / eleven eleven embraced slow fashion. The founders believed that clothing should carry a story, reflect the hands that made it, and create a positive impact on both people and the environment.
Craftsmanship remains at the heart of everything the label creates. Known for its use of indigenous cotton and 100% natural dyes, the brand relies on traditional techniques such as hand-spinning, handloom weaving, hand-painting, miniature tie-dyeing, and quilting. Every collection reflects the beauty of handmade work and celebrates India’s rich textile heritage.
Working closely with artisan communities across the country, the brand produces small-batch collections rather than large-scale manufactured garments. This approach allows the designers to preserve the authenticity of traditional crafts while creating contemporary clothing that appeals to customers around the world.
The people behind these garments are central to the brand’s philosophy. Many of the artisans work from rural communities where weaving, spinning, and dyeing are part of daily life. In many cases, entire families contribute to different stages of production, keeping generations-old skills alive while building sustainable livelihoods.
For Shani Himanshu and Mia Morikawa, fashion is about more than clothing. They believe that every garment creates a connection between the wearer, the maker, and the environment. Their natural dye processes use ingredients that are safe for both skin and the planet, while many of the materials used in production can be returned to nature or reused within local ecosystems.
The founders have also worked to strengthen artisan communities through initiatives such as Kala Khoj, a collaborative network of craftspeople in Kutch. Over the years, the brand has helped create a strong ecosystem that includes artisan cooperatives, khadi organisations, and producer-owned businesses, ensuring that traditional knowledge continues to thrive in a modern world.
Today, nearly 18 years after its launch in 2008, 11.11 / eleven eleven continues to stand as a rare example of a fashion label that has remained true to its values. Under the leadership of Shani Himanshu and Mia Morikawa, the brand has shown that fashion can be beautiful, sustainable, and meaningful at the same time, proving that heritage craftsmanship still has an important place in the future of global fashion.
Featured photo by: Madhu Kapparath
