By Elleven was founded in 2020 Inspired by street style and bound by the zeitgeist that was a casual lifestyle, our decision to be a slow fashion brand was one inspired by the belief all fashion brands can and should make small steps to a more sustainable future. And so we made the decision to only ever use compostable and recycled packaging, to cut plastic out of our business in anyway that was within out gift and to always have a selection of vintage, the only truly circular way to buy clothes. 

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In 2024 the world looked very different to when we launched and we felt as though even slow fashion had become fast paced, so, Unencumbered by debt, we decided to take a break. After pressing pause so many things became obvious, we had fallen into the trap of frequent collections, responding to trends and had stopped focusing on the thing that brought us the most joy, vintage.

 

In 2025 By Elleven returned, with a carefully curated, handpicked vintage collection, not seasonal, not trend driven, just pieces with a great design content and details,  garment that look as modern, but with a history. We understand so many of our customers want to shop sustainably, but find the hunt just to time consuming, so we do the leg work on your behalf. We wash, mend and style the pieces so you can imagine them in your own wardrobe. 

 

With a career in fashion spanning 20 years, Founder Joanne Watkinson has a wealth of knowledge about brands, styling and curation. Read her weekly fashion column here 

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