11.11 is a Homegrown Brand Celebrating Slow Fashion and Indian Craftsmanship

In 2025, fast fashion is so last season! Whether you’re a fashionista or not, you’ll agree when I say fashion is not only about buying clothes or dressing up anymore but also about the conscious choices we make. If you’re still busy buying the same outdated pieces from unreasonably overpriced brands like Zara and H&M, this article is your holy grail. 

Slowly yet steadily, the Indian fashion market is growing with the advent of new sustainable and earth-friendly brands. As you’re reading this article, 8.5% of our landfills are being dumped with clothes every day. And, mostly, it is filled with clothes. Do you want to dress to make a difference? Then, you need to check out this homegrown brand.

11.11/Eleven Eleven is a homegrown Indian brand founded by Mia Morikaw, a Graphic design graduate from Central Saint Martin’s University of the Arts, London and Shani Himanshu, with a Master’s in Fashion design from Domus Academy, Milan, in 2009. This Indian clothing brand is known for its chic yet comfortable apparel and is making waves on social media for its use of indigenous cotton and 100% natural dyes. If this does not sound compelling enough to you, well, Nikhil Kamath, the co-founder of Zerodhra and Lewis Hamilton, Formula One driver, are both big fans of the brand.

 Why Choose 11.11?

What makes 11.11 unique? It’s known for its indigenous craftsmanship and usage of heritage techniques like hand spinning, handloom weaving, hand painting, miniature tie-dyeing and quilting. The ethos of the brand lies in the idea of creating sustainable attire that is luxurious and pays homage to the rich Indian heritage. The label produces small batches of slow-made clothing in collaboration with groups of artisans located across the country.  All the pieces you find in 11.11 seamlessly bridge the gap between culture and fashion. ‘Seed to Stitch’ is the brand philosophy. 

11.11 also effortlessly blends fashion and technology. Every piece of garment has an NFC chip (Near Field Communication) that contains a special serial number. Once this number is tracked, the consumer can witness first-hand the entire production journey—from the artisan who handspun the yarn to the individual who dyed or stitched a particular clothing item. The idea is to provide instant access to data via smartphone and celebrate the artisan's contributions.

The idea of luxury for 11.11 is much different than other brands. It stems from the feeling of being timeless, sustainable while appreciating the heritage craftsmanship. 

The ingredients used in these fashion pieces are naturally sourced dyes that are safe for the skin and planet. The brand serves a bigger purpose than calling itself a luxury fashion brand. After the dyeing process is complete, the nitrogen-rich water and organic matter left are utilized in the fertilization of local crops. 

Celebrities are big fans, too!

One can find a plethora of modern, chic, elegant, and breathable cotton garments for all genders, as well as an artisanal collection of home and kitchen accessories. The main luxury in life is wearing a piece of fabric that is attached to a bigger story. A few of their best-selling pieces are the oversized Bandhani shirt, Ecru Block Print Band Collar Cotton Silk Shirt, Chalk Pink Statement Dress and the Medium Indigo Dyed Shibori Cotton Dress. A few of the crowd-favourite home and kitchen accessories include quilts, rugs and hand towels. 

Nikhil Kamath and Lewis Hamilton were seen wearing the ‘tangaliya shirt and handspun denim trousers’ and the ‘heriloom cotton shorts’ speckled with the Shibori pattern. Tangaliya is an indigenous hand weaving technique native to Surendranagar district in Gujarat, where coloured threads are twisted onto a group of four to five threads of warp, creating dana or beadwork.

Slow fashion is paving its way in our fast-paced lives. With 11.11, every piece of fabric woven or stitched from every corner of the country had a story to tell.