Cool Hunt .LA
MISSION & METHOD
DOUBLE ELEVEN believes there’s a better way to create clothes – one that balances style, responsibility and price.
Inspired by the populist World War II British manufacturing utility schemes, DOUBLE ELEVEN revises the rules of modern apparel, placing premium, conscientiously created clothes within reach.
DOUBLE ELEVEN makes limited runs of clothes using 100% locally reclaimed Japanese, Italian and American fabrics. Each item is designed, cut, sewn and finished within a 15-mile radius in Los Angeles, ensuring the smallest possible carbon footprint, demonstrating that utility can be both smart and stylish.
A HISTORICAL PARALLEL
It all started in a factory, with a mountain of discarded fabric remnants, and a realization there must be a better way to create premium jeans without creating so much waste and wasting so much energy. DOUBLE ELEVEN founder Nathan Bogle knew it meant stripping down the entire process of creating jeans – from sourcing, manufacturing, distribution, even to communication and packaging. Bogle turned to the past to envision an alternative to the sizable footprint made by the journey of a single pair of jeans.
It was two years into WWII when Britain found itself in the midst of a dire rationing crisis. Inflation was rampant, and certain raw materials such as wool, cotton, and leather could no longer be imported. Originating from the need for efficiency and to contain sky rocketing clothing prices, the CC41 Utility Clothing Scheme was created. This national movement eliminated excess in all its forms and the ‘CC41’ insignia began appearing on clothing to indicate that an item met the government’s strict austerity regulations. This insignia became recognized as a guarantee of sensible design, high quality materials and workmanship at an affordable price.
After the war ended in 1945, but whilst rationing was still in effect, some clothing was permitted to be made under the ‘luxury utility’ label DOUBLE ELEVEN. Garments bearing this label were made from better grade fabrics, had more elaborate construction and trims, and were subject to purchase tax.
Influenced by this historical eschewing of excess whilst still maintaining quality, Nathan Bogle was inspired to create a contemporary version of these schemes that addressed our immediate need to reduce our environmental impact when producing clothing, without any compromises to high quality and durability whatsoever. By only utilizing local deadstock textiles, manufacturing everything within the region it is distributed, distilling packaging and the supply chain, DOUBLE ELEVEN is able to eliminate a vast majority of the traditional carbon footprint normally associated with the making of clothing and still offer a great pair of jeans that are affordable and premium, with the belief that in the right set of hands sustainability and simplicity make the perfect pair