11 Studios launches second collection alongside international growth initiatives

Swedish fashion brand 11 Studios, based in Stockholm, has announced the launch of its second collection alongside four strategic initiatives aimed at scaling its international presence and streamlining operations.

Founded in June 2026 by co-founder and chief executive officer Caroline Gunterberg and co-founder and creative director Johan Avedal, the direct-to-consumer label originally launched exclusively online.

11 Studios unveils second collection

Following its debut, half of all direct-to-consumer (D2C) sales originated from the US, driven primarily by influencer marketing strategies.

The brand's new range draws inspiration from the 1980s and 1990s, featuring sports and dance-influenced designs, including flannel shirts, outerwear, barrel jeans, and striped leggings.

“Our brand is all about empowerment. We want this collection to inspire people to effortless self-expression — daring to take centre stage and showing the world who they truly are,” said Gunterberg.

Operational upgrades and wholesale expansion

To support higher order volumes and international customer growth, 11 Studios is transferring its order fulfilment to a third-party logistics partner located in Sweden.

Alongside operational changes, the company is implementing new sales and distribution channels:

• Creator commerce: Joining creator commerce platform ShopMy to expand its influencer marketing operations, particularly within the US market.

• Pre-loved category: Integrating handpicked pre-loved garments into its core product offering.

• Wholesale expansion: Partnering with wholesale marketplace Faire, connecting the business to independent boutique retailers globally outside the Nordic region.

The campaign for the drop was filmed in West Hollywood, US. The range will be available on the company website from October 23, 2026.