London-based premium streetwear label 11:11 LUCK is using fashion, humour and irony to challenge the stigma surrounding mental health, while rapidly expanding across the UK, Europe and beyond.
Fashion has always been a way for people to express who they are, but London label 11:11 LUCK is taking that idea in a more personal direction by putting the thoughts, feelings and experiences that people are often encouraged to hide directly onto its clothing.
Named after the so-called angel number 11:11, the premium streetwear brand has built its identity around vulnerability, connection and the idea that people shouldn’t have to pretend that everything is perfect.
Its collections feature emotionally charged words and phrases including “Depresso”, “Triggered”, “Germophobe” and “DON’T PANIC”, turning subjects that have traditionally carried stigma into bold fashion statements.
Inside every piece sits the message: “Love, Unity, Care, Kindness.”
Fashion Meets Mental Health
At the heart of 11:11 LUCK is a simple idea: vulnerability doesn’t need to be something people hide.
As conversations around mental health become increasingly open, particularly among younger generations, the brand is building a fashion business around embracing the things previous generations were often taught to keep private.
Rather than presenting itself as another wellness brand telling people how they should feel, 11:11 LUCK uses clothing as a way of acknowledging how people actually feel.
The approach combines humour, irony and contradiction, allowing its customers to wear language associated with anxiety, pressure and emotional struggles without treating those experiences as something shameful.
That distinction is important to founder Polina Mikhailova, who says the brand’s use of humour is intended as an “antidote to stigma”, rather than a way of romanticising mental health struggles.
“What we’re trying to do with our pieces is give people hope by embracing vulnerability instead of hiding it, and create a community where imperfections, fears, traumas and emotional struggles aren’t treated as something shameful.”
From Professional Tennis to Fashion Founder
Behind the rapidly growing label is Polina Mikhailova, a former professional tennis player whose own experiences with burnout and the relentless pressure to perform helped inspire 11:11 LUCK.
That sporting background is an important part of the brand’s story. Having experienced an environment where performance, achievement and expectations can become all-consuming, Polina wanted to approach emotional wellbeing from a different perspective.
Instead of creating a traditional wellness platform, she chose fashion.
The result is a streetwear label that encourages people to be more honest about the parts of themselves they might otherwise try to conceal.
“For me, there’s something very empowering about being open and direct about the parts of yourself that people usually try hardest to conceal,” Polina explains.
“Once you’re honest about who you are, it becomes much harder for people to stigmatise you, shame you or weaponise those vulnerabilities against you.”
11:11 LUCK’s Rapid Global Growth
The concept appears to be resonating well beyond London’s fashion scene.
In less than a year, 11:11 LUCK has secured more than 35 global stockists, including major names such as Farfetch and Harvey Nichols.
The label has also launched on Lyst, while an international collaboration with influential Italian luxury retailer Antonioli saw the brand take over its Ibiza Gallery Store with a limited-edition T-shirt and window takeover.
The brand’s growing presence has also extended into fashion’s biggest events. During Milan Fashion Week, its T-shirts were organically worn by models, creators and influencers, helping the label gain visibility among a fashion-conscious international audience.
11:11 LUCK has also held a pop-up with Harvey Nichols Doha, while pieces have regularly sold out through the brand’s own online store.
Among its collections, the Triggered T-shirt has emerged as the label’s most popular piece.
DON’T PANIC: The Brand’s Biggest Collection Yet
Earlier this year, 11:11 LUCK expanded beyond the T-shirts that helped establish its identity with the launch of DON’T PANIC, its biggest collection to date.
The collection introduces a broader range of premium streetwear, including oversized hoodies, track pants and heavyweight long-sleeved pieces, giving the brand’s message a much larger canvas.
The name itself reflects the philosophy behind the label: acknowledging moments of pressure and anxiety without allowing them to define the person experiencing them.
Rather than suggesting that difficult emotions can simply be switched off, 11:11 LUCK’s approach is about recognising them, talking about them and finding a sense of connection through shared experiences.
Building a Community Through Clothing
That community-focused philosophy has also taken Polina beyond fashion retail.
In 2026, she was invited to speak at Graduate Fashion Week, appearing alongside executives from Meta to discuss building and growing an e-commerce business.
The appearance comes as 11:11 LUCK continues its transition from an independent London start-up into an internationally stocked fashion label.
For a company that is still relatively young, its expansion has been considerable, but the brand’s ambitions extend considerably further.
11:11 LUCK is now exploring potential sneaker partnerships, a tennis collaboration inspired by Polina’s sporting background, and the possibility of expanding the concept into children’s wear.
An Antidote to Stigma
For Polina, the wider purpose of 11:11 LUCK is ultimately about making people feel less isolated.
“I think human nature is often to hide vulnerabilities because people are afraid of judgement, rejection or appearing weak,” she says. “People spend so much time trying to uphold an image of being composed, successful or perfect, but sometimes that only creates even more loneliness and pressure internally.”
That tension sits at the centre of the brand.
Words such as “Triggered” or “Depresso” can initially appear playful, but behind the irony is a more serious message about how society talks about difficult emotions.
The brand isn’t attempting to make mental health struggles fashionable. Instead, it is using fashion to make conversations around vulnerability feel more visible, accessible and, perhaps most importantly, less shameful.
“I want to make people feel more understood, more connected and less alone,” Polina says.
What’s Next for 11:11 LUCK?
With more than 35 stockists already secured, a growing international presence and further collaborations reportedly in development, 11:11 LUCK is positioning itself as more than another emerging streetwear label.
Its growth reflects a wider shift in fashion towards brands with a distinct point of view, but also a cultural change in how younger consumers engage with identity, vulnerability and mental health.
From London to Milan, Ibiza and Doha, 11:11 LUCK is taking a message of Love, Unity, Care and Kindness and putting it front and centre.
And if its rapid expansion is anything to go by, the DON’T PANIC message may be one that fashion fans will be seeing a lot more of.
