London-based contemporary label known for unisex streetwear and emotionally candid designs advocating for mental health awareness.
ORIGIN
United Kingdom
PRICE TIER
contemporary
Founded in 2023 by former professional tennis player Polina Mikhailova, 11:11 LUCK is a London-based fashion label born from her personal experiences with burnout and mental health struggles. Rooted in the belief that vulnerability can foster connection, the brand creates luxury unisex streetwear designed to destigmatize mental health conversations. The label is best known for its minimalist, emotionally candid apparel, featuring short, symbolic phrases like "Depresso," "Triggered," and "Germophobe." These pieces offer wearers a subtle, wearable way to express complex emotions without the need for explanation or performance.