Eleven Paris

About Eleven Paris

Founded in 2003 by Dan Cohen and Oriel Bensimhon, Eleven Paris emerged from a small shop at number 11 on a Parisian street. The brand established itself as a manufacturer of contemporary streetwear for young adults, known for its playful and provocative style. A significant milestone was the 2011 launch of its famous "moustache" t-shirt collection, which featured celebrities with a finger moustache and the slogan "Life is a Joke," propelling the brand to international recognition.

The company's trajectory includes both high-profile collaborations and significant challenges. It has worked with muses like Kate Moss, Lenny Kravitz, and Wiz Khalifa and secured licenses with entities such as Disney and Warner. However, the brand faced a major lawsuit in 2015 from artists including Beyoncé, Jay Z, and Rihanna for unauthorized use of their likenesses, which was eventually settled amicably. Following this, the company experienced financial difficulties, leading to receivership and eventual liquidation in 2017.

A relaunch occurred in June 2017 after the Vog Group acquired part of the company's assets. Founder Dan Cohen returned as artistic director and was joined by Ilan Amar, who brought a strategic vision for digital and business development. This new leadership duo redefined the business model in 2020, shifting focus away from wholesale to a direct-to-consumer strategy centered on e-commerce and a network of monobrand stores, including franchised locations. This strategic pivot targets a 15–25 year-old clientele with a product line of t-shirts, sweatshirts, jackets, and accessories. Revenue is generated through these direct sales, as well as through licensing agreements for products like eyewear.

In recent years, Eleven Paris has expanded its retail footprint in France and plans to grow across Europe and take direct control of its US business. The company has also reintroduced its childrenswear line, "Little Eleven Paris," and ventured into Web3 with a loyalty program and NFT collection called "Jokies" to engage its community. This move is part of a strategy to restore power to its brand lovers by creating shared economic value.