11:11 L.U.C.K. is a fashion concept founded by Polina Mikhailova in 2023,
born from her personal experience with mental health struggles and her desire
to turn vulnerability into connection. After facing anxiety, dissociation, and
emotional challenges for many years, Polina began designing t-shirts as a form
of therapy, a way to process, express, and reclaim her journey toward inner balance.

The brand exists to raise awareness around
mental health disorders, reduce stigma, and create a community of compassionate
people who recognise that mental well-being is complex, nuanced, and deeply
human. Each piece is designed with intention, using bold yet thoughtful
language to open conversations that are often left unspoken.

11:11 L.U.C.K. is not about trends or
statements for their own sake: it is about honesty, empathy, and shared
experiences. Through fashion, the brand aims to remind people that they are not
alone, that their stories matter, and that strength can exist alongside fragility.

This is streetwear with purpose: a space where self-expression becomes a tool for
awareness, connection, and collective care.