11:11 : Marked by Hand, Traced by Tech
At 11.11 / eleven eleven, every garment tells a story. This is a story that begins not in a factory, but in the homes, porches, and fields of artisans across rural India. Known for its dedication to indigenous cotton, 100% natural dyes, and heritage techniques, this slow fashion label is taking traceability to a deeply personal level by quite literally signing off on each piece.
Pehchan maker's marks.
Through the Pehchan, or maker’s mark, artisans stitch a symbol of themselves into the garments they create - a powerful gesture that transforms clothing into a testament of care, connection, and craftsmanship.
Near Field Communication Technology in action.
This initiative is part of 11.11’s broader Meet the Maker program, which seeks to honour the hands and hearts behind each item. Customers can tap into this connection via Near Field Communication (NFC) technology embedded in a discreet crochet button on every piece. A simple touch of a phone reveals the names, skills, and stories of the artisans who spun, dyed, wove, and stitched the garment into being.
Makers mid-creation at 11:11
It’s not just about transparency - it’s about dignity, recognition, and resonance. The inclusion of the maker’s signature on each garment symbolises a shift from anonymous production to meaningful exchange. At its heart, it asks us to consider the human narrative behind what we wear: the family who shares their kitchen with a spinning wheel; the dye master coaxing colour from marigolds and indigo; the weaver shaping texture with every thread. These makers are the custodians of centuries-old knowledge, working in ways that are profoundly self-sufficient and ecologically mindful.
Off-White and Indigo Patchwork Textured Statement Shirt in Cotton and Silk.
By embedding each piece with the identity of its creator, 11.11 bridges the distance between wearer and maker, challenging the mainstream fashion model and its often-invisible labour. The garments are soft, breathable, and seasonless. Contemporary silhouettes grounded in ancient wisdom and a slow, regenerative philosophy. The act of wearing them becomes more than a personal choice; it becomes a gesture of solidarity with people, place, and planet.
In a world where so much is made in haste, 11.11 reminds us that there is beauty and power in taking our time. With every mark made by a maker’s hand, we are offered a rare gift: a story we can wear.
-
Further Information:
Image Credits:
Lead Image: Ecru Dress with Hand Embroidered Motifs. Meticulously crafted by 7 artisans in 20.40 hours. Image courtesy of 11:11.
All other images courtesy of 11:11