When Brad Pitt wore a ‘Made in India’ shirt: Meet Shani Himanshu who is acing contemporary fashion by reviving indigo and desi cotton
Published on: Aug. 23, 2025, 12:57 p.m. | Source: The Indian Express
Shani Himanshu, co-founder of the fashion label 11.11, is an indigo revivalist focused on creating a globally recognized, sustainable denim brand rooted in hand-spun Indian cotton. He seeks to distance his brand from celebrity endorsements and fleeting trends, prioritizing history and indigenous practices instead. Having trained at Diesel in Italy, Shani returned to India to revive ancient indigo-dyeing traditions and reinvent Indian cotton, using innovative, ethical, and transparent production methods. His brand uses traditional techniques, such as naturally fermented indigo dyes and terracotta vats, to create durable, high-quality garments. He ensures artisans are stakeholders in the business and uses technology to provide transparency about a garment's journey from the artisan's hands to the consumer. For Shani, the essence of his brand lies in a slow, thoughtful process that focuses on quality, durability, and nurturing India’s cotton legacy for a contemporary audience.
