Founded by Shani Himanshu and Mia Morikawa, 11.11 / eleven eleven is a label deeply rooted in the principles of sustainable and ethical fashion. Both founders have prestigious educational backgrounds, with Himanshu graduating from the National Institute of Fashion Technology in India and Morikawa from Central Saint Martin's University of the Arts.

The brand is renowned for its commitment to preserving traditional Indian craftsmanship through sustainable fashion practices. 11.11 / eleven eleven primarily uses indigenous cotton and natural dyes, focusing on artisanal techniques such as hand spinning, hand loom weaving, and quilting. Utilizing the best craftsmen India has to offer, they produce not just clothing, but true art. Each piece is crafted with meticulous attention to detail, ensuring that it not only carries a unique aesthetic, but also tells the story of India's rich heritage of craftsmanship.