Eleven Eleven launches relief fund for artisans
Sustainable clothing brand Eleven Eleven has harnessed its documentation of its supply chain over the past four years to track all of the artisans involved with the brand and has launched a campaign to fund them.
New Delhi brand Eleven Eleven has launched a campaign on GoFundMe in the U.S. with the goal of raising $56,000 (Rs 42.6 lakh) to pay the salaries of its staff and all artisans who work with the brand including block printers, hand painters, and tailors.
For the past four years, Eleven Eleven has given each garment it produces a unique serial number, which details everyone involved in its manufacturing process. The brand is now using its serial numbers to trace workers linked to the brand, with the aim of providing them with aid.
“We can document the data of all the people we work with: farmers, tailors, sales associates, spinners, weavers, natural dyers, block printers and young creatives,” Eleven Eleven’s co-founder ,Shani Himanshu, told Elle India.
“My partner, Mia [Morikawa] has done the ethnographic study of these craft clusters as well.”
The brand aims to raise $38,000 for artisan wages, $12,000 for young creatives and admin salaries, and $6,000 for rent on its workshops in Delhi and Kutch, which would cover the brand’s running costs for three months.
The brand’s two founders, Shani Himanshu and Mia Morikawa, have temporarily sacrificed their own salaries and the brand has not yet had to lay off any employees, according to its GoFundMe page. As of Thursday afternoon, Eleven Eleven has raised $17,415 towards its goal.
“These three months are going to be hard as a lot of our international buyers from Japan couldn’t fly to Paris to see the Autumn-Winter collections,” said Himanshu. “But, I’m pretty positive that we will bounce back from this.”
Shani Himanshu and Mia Morikawa launched Eleven Eleven in 2004. The brand retails from its flagship concept store in New Delhi and other multi-brand stores in metros including Mumbai, Kolkata, Pune, and Hyderabad, among others.
The brand is also available internationally in the UK, U.S., Japan, France, and Australia, among other countries.
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