One might be cautious of an invite to the basement of a factory unit in Okhla, but when it comes from the house of 11.11 / eleven chances are to be taken. The pret label of CellDSGN headed by Mia Morikawa and Shani Himanshu has now opened doors to a concept store called Basement in Okhla Phase 1, Delhi which is quite literally in the basement of their workshop unit.
The space comes into the picture after the closing of their flagship store in Hauz Khas Village, a marque location that introduced the Indian consumer to the concept of sustainable fashion. The Okhla location, previously reserved for sample sales, is in some ways a farm-to-table set-up with the workshops for dyeing, processing and weaving set up above and in the basement we have a permanent showcase of handcrafted pieces. The Basement is an expansive space that boasts racks of 11.11 / eleven’s merchandise alongside elements that help you understand the journey of the garment from seed to stitch.
Although the store is located within the compound of its Delhi workshop, the atmosphere here is sparse, minimal and tranquil. At the same time, it alludes to the workshop with decor touches that equip you with the journey of the brand and its garments. The central element in the store is the natural indigo brass vat similar to the massive bucket-like containers we spotted in the workshop above. Around the space you encounter 100% natural indigo-dyed furniture, curtains crafted in handspun cotton and other organic elements. “We want visitors to deep dive into the processes of natural dyeing. The space is designed to give an immersive experience of Indigo dyeing, which is one of the core elements of the brand,” shared Shani Himanshu, co-founder, 11.11/ eleven eleven on the ocassion.
The collections at 11.11 / eleven eleven are far from seasonal or dependent on any particular fashion week but we did stumble upon the new colourways and styles they experimented with that debuted at the last Lakme Fashion Week. An ode to the indigenous craft practices such as the classic bandhani patterns by kachchhi artisans, minuscule hand-painted botanical motifs, resist dyeing techniques by the Ajrakh artisans, natural dye screen printing, and patchwork using reclaimed fabrics. It was a showcase of artisanal techniques, handspun textiles and various innovations done by the brand over the years.
For more details visit their website here.
All Images: Courtesy 11.11 / eleven eleven.