11.11eleven eleven redefines retail footprint with new store launch in New Delhi
11 April 2026, Mumbai
The inauguration of 11.11/eleven eleven’s flagship store in New Delhi marks a decisive shift from niche artisanal production to a scaled retail presence within India’s burgeoning luxury landscape. As the domestic apparel market is projected to reach $115 billion by late 2026, the brand is capitalizing on a 9.7 per cent CAGR in the premium segment. This new flagship serves as a physical manifestation of the brand’s ‘seed-to-stitch’ philosophy, moving beyond traditional multi-brand outlets to create a dedicated environment where the tactile nature of indigenous Khadi and natural dyes can be experienced first-hand.
Merging heritage craft with modern supply chains
The brand’s commercial strategy rests on a ‘jugalbandi’ (duet) of traditional craftsmanship and rigorous operational standards. By integrating over 450 rurally located artisans into a streamlined supply chain, 11.11/eleven eleven is addressing the primary challenge of the ethical fashion sector: scalability without cultural dilution. We have been conscious of what we eat; it is time to be conscious of what we wear, notes Shani Himanshu, Co-founder. This commitment is backed by the introduction of NFC-supported technology, allowing customers to track the provenance of each garment, thereby increasing consumer trust - a critical factor as global ethical fashion markets approach a valuation of $11 billion.
Navigating the eco-luxury transition
While the brand faces the inherent constraints of slow-batch manufacturing, the New Delhi flagship positions it to capture a larger share of the 25 per cent of consumers who are actively trading up to sustainable luxury. By maintaining a presence in international markets like Japan and France, the brand utilizes its flagship as a blueprint for global expansion. The primary opportunity lies in the rising demand for ‘investment pieces’ over fast fashion, a trend that aligns with the brand's high-margin, low-volume production model.
Founded by Shani Himanshu and Mia Morikawa, 11.11/eleven eleven is the signature pret label of CellDSGN. The brand specializes in hand-spun Khadi, natural indigo dyes, and heritage techniques, primarily serving the high-end markets of India, Japan, and the USA. Having transitioned from a design-led collective to a global eco-luxury contender, the company maintains steady growth by servicing the increasing demand for transparent, rurally-sourced artisanal apparel.
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