11.11 / Eleven Eleven

What 11.11 / Eleven Eleven does

11.11 / Eleven Eleven is an Indian sustainable fashion label operated as the pret collection of CellDSGN Pvt. Ltd., founded in 2009 by Mia Morikawa (Central Saint Martins, London) and Shani Himanshu (Domus Academy, Milan) and headquartered in New Delhi. The company produces small-batch, made-to-order clothing and home textiles using heritage Indian textile techniques including hand spinning on charkha, handloom weaving on pit looms in Bengal, natural plant-based dyeing (indigo, madder, pomegranate, iron), bandhani tie-dye, shibori, kantha embroidery, and hand painting. All products are made from indigenous cotton and handspun mul fabric on a seed-to-stitch philosophy with full traceability from fiber to finished garment. Production relies on a decentralized artisan network including 250 members at Kala Khoj in Kachchh and approximately 100 remaining practitioners of the GI-tagged Tangaliya weave.

The product portfolio spans men's and women's ready-to-wear (shirts, trousers, dresses, T-shirts, jackets, sweatshirts) organized into named collections (Shades of Indigo, Indigo Reserve, Indigo Traveller, Classic, Mul Story, Denim Edit), plus a Home & Kitchen line of hand-embroidered quilts, kantha textiles, organic cotton towels, and handcrafted rugs. The company sells direct-to-consumer through owned e-commerce platforms (11-11.in for India, 11-11.us for US/international) at price points ranging from INR ₹17,900-43,000 in India to USD $130-$2,390 internationally, with all US/international prices inclusive of tariffs and duties. Physical retail stores operate in Delhi (Lodhi Store) and the United States. Distribution is augmented by wholesale to 40+ premium global stockists including MatchesFashion and Mr Porter across North America, Europe, and Asia.

The go-to-market motion emphasizes content-driven storytelling around craft heritage, with marketing via Instagram, blog/journal content on techniques and artisan stories, email newsletter, fashion week participation (Lakme Fashion Week, Paris Fashion Week, Pitti Uomo), and a "Meet the Makers" program linking product pages to artisan profiles. Celebrity visibility has been significant, with Brad Pitt wearing the brand in F1: The Movie (2025), alongside endorsements from Lewis Hamilton and Nikhil Kamath. Production lead times run 20-60 days due to the made-to-order model, and the brand maintains no-return/exchange policies on sale items. The company is founder-controlled, privately held with no disclosed external institutional investment.

Name

11.11 / Eleven Eleven

Legal name

CELLDSGN © Pvt Ltd

Website

https://11-11.in

Company type

Private

Founded year

2009

Operating status

Operating

Short description

11.11 / Eleven Eleven offers a wide selection of clothing and accessories for men and women made up of indigenous cotton and natural dyes.

Ownership category

akta.pro rank

Headquarters

HQ city

Delhi

HQ country

India

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: The brand sells directly to consumers through owned e-commerce platforms (11-11.in for India, 11-11.us for US/International) with pricing in USD and INR. All prices include tariffs and duties for international orders. Free shipping on orders above $300.
2. Retail Store Sales: Physical retail presence in Delhi, India and the United States. Stores serve as both points of sale and brand experience centers.
3. Wholesale to Stockists: Products distributed through global network of stockists including premium retailers like MatchesFashion, Mr Porter, and boutique stores across North America, Europe, and Asia.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

11.11 / Eleven Eleven is a sustainable Indian fashion label that designs and manufactures small-batch, handcrafted ready-to-wear clothing for men and women, along with artisanal home textiles such as quilts, rugs, and towels. The brand produces garments using heritage techniques including hand spinning on charkha, handloom weaving, and natural plant-based dyeing on indigenous cotton and handspun mul fabric. Products are sold direct-to-consumer through owned e-commerce sites and physical stores in Delhi and the US, with parallel wholesale distribution through premium global stockists.

Product overview

11.11 / eleven eleven is a sustainable Indian fashion label (pret collection) under parent company CellDSGN Pvt. Ltd., founded by Mia Morikawa and Shani Himanshu in 2009. The brand produces small-batch, slow-made clothing and home textiles using heritage Indian textile techniques including hand spinning, hand loom weaving, hand painting, miniature tie-dye (Bandhani), Shibori, Kantha embroidery, and quilting. All products use 100% natural plant-based dyes (indigo, madder, pomegranate, iron) on indigenous cotton and handspun mul fabric. The product portfolio includes: Men's and Women's clothing (shirts, trousers, dresses, t-shirts, jackets, sweatshirts, accessories) organized into named collections (Shades of Indigo, Indigo Reserve, Indigo Traveller, Classic, Mul Story, Denim Edit); and Home & Kitchen line featuring hand-embroidered quilts, kantha textiles, organic cotton towels, and handcrafted rugs. The brand operates direct-to-consumer e-commerce stores and physical stores in Delhi and the US, while their production involves artisan communities across India with a fiber-to-finish process anchored at their New Delhi workshop.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Ready-to-Wear Clothing

Quantifiable outcome

• 100 practicing Tangaliya weavers supported
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Kala KhojcoreStrategic or Co-development PartnerProducer-owned organisation in Kachchh with 250 artisan members. 11.11 works closely with this organisation where textiles are made slowly and by hand, often within artisan homes. The collaboration supports decentralized production and craft community livelihoods.
• TaragramminorStrategic or Co-development PartnerCollaboration to convert leftover fabric into new products, supporting the brand's zero-waste and sustainability initiatives.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Anita Dongre: Indian sustainable luxury fashion house offering handcrafted apparel and accessories rooted in traditional Indian textile crafts. Directly comparable as a homegrown brand operating at the intersection of heritage craft, premium pricing, and global distribution.
• Raw Mango: Indian heritage textile brand by Sanjay Garg focused on handwoven chanderi, mul, and khadi fabrics. Closely comparable as an Indian brand built around indigenous handloom techniques, natural dyes, and quiet-luxury positioning.
• Pero: Indian sustainable fashion label known for handcrafted apparel using indigenous fabrics and traditional techniques. Comparable as an India-based DTC and wholesale brand in the slow-fashion / heritage-craft category.
• Ritu Kumar: Pioneer of Indian heritage fashion with a portfolio spanning handwoven apparel, embroidery-led craft, and traditional textile revival. Comparable for its emphasis on indigenous craft traditions, premium positioning, and multi-channel India-plus-international retail.
• Toast: UK-based heritage lifestyle brand offering handcrafted clothing and home textiles rooted in artisanal production. Comparable for its quiet-luxury positioning, handloom and natural-dye aesthetic, and overlapping customer base in the affluent sustainable-fashion segment.
• Lemaire: French ready-to-wear label known for understated, craftsmanship-driven 'quiet luxury' apparel with premium pricing and global wholesale. Comparable for its aesthetic, premium DTC pricing, and selective international stockist network.
• The Row: US-based ultra-premium 'quiet luxury' brand by Mary-Kate and Ashley Olsen, focused on minimalist, exceptionally crafted apparel at the top of the price ladder. Comparable for its restraint, premium pricing, and appeal to the same understated-luxury consumer.
• Eileen Fisher: Long-standing US sustainable fashion brand built on organic and natural fibers, simple silhouettes, and circular-economy initiatives. Comparable for its sustainable-fashion credentials, premium-but-accessible pricing, and global wholesale-plus-DTC model.
• Reformation: US sustainable fashion brand combining trend-led design with responsible sourcing and transparent supply chain. Comparable as a premium DTC sustainable apparel brand targeting similar conscious-consumer demographics, though operating at significantly larger scale.
• Mara Hoffman: US-based sustainable fashion brand known for natural-fiber apparel and a strong commitment to circularity and ethical production. Comparable for its sustainability positioning, premium pricing, and presence in the same selective US/EU stockist ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/1111clothing
• Instagraminstagram.com/11.11.eleven.eleven
• Xx.com/1111clothing
• Facebookfacebook.com/thekhadiway

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 11.11 / Eleven Eleven