Shop Spotlight: eleven44 on Building a Culture of Simplicity


eleven44, founded in Bali by Linda Morkos, creates unique street and athletic wear. They are passionate about supporting the eco textile movement away from conventional cotton farmed with genetically modified seeds and heavy toxic pesticides back to organic farming and low impact processing. Learn how Linda developed a philosophy of ‘simplicity’ and ‘enjoying the journey’ to overcome the obstacles of launching an ecommerce business.

Please tell us a bit about yourself and what you sell at eleven44.

We make organic cotton athleisure clothing and daily basics for comfort and movement. eleven44 is best known for its practical, stylish, multi-tasking wardrobe building blocks that you can’t live without. We also make stunning, timeless avant garde jewelry from metals inspired by nature and geometry. Bold, repeating patterns are our signature.

When did you get started selling online? Why?

In 2008 I moved to Bali to start producing my line after many years of stitching one-of-a-kind garments myself. Prior to that I had been selling at markets and music festivals and directly to friends. After making the shift to Bali, I saw that selling online was the only way to grow my business. It has enabled me to reach so many more people, 24 hours a day every single day.


What are some of the biggest challenges you’ve faced in building and running eleven44?

In the early days, cash flow is really important. You have to learn to be very efficient, but also spend money on the right things that will help you grow – including help from professionals. Staying alive early on requires careful strategy and patience!

The challenges today are mostly about continuing to grow and reach for new heights in a stable, steady way and in good timing. The challenge is to never be too comfortable where you are, to always strive for more while maintaining a balanced lifestyle, and taking time to enjoy life.

Always strive for more while maintaining a balanced lifestyle, and taking time to enjoy life. - eleven44 Click To Tweet

At the start, I worked a lot and didn’t socialize much because I was unable to relax. My mind was constantly checking my to-do list and that made it difficult to fully engage with people in conversation and have fun. I’m glad to say I’m over that stage!

How do you attract new customers?

Instagram is great for us – I really enjoy that platform because it allows me another avenue of creative expression. I am a visual person and I love designing prints and garments as much as I love styling and photography. It just happens to be a bonus that it brings people to our web store.

Also, using Bizzy to automate our email marketing has been a great way to build our customer base and create new sales opportunities.

 Can you share a tip or something interesting you learned in the process of building and running eleven44?

One big lesson learned is that the simplest choice is usually the best choice. Using this strategy helps make decision-making more enjoyable, less stressful and ultimately more successful. Simplicity also enables me to more effectively build and operate the company. Avoid unnecessary complications!

The simplest choice is usually the best choice. - eleven44 Click To Tweet

If you’re looking to add some style to your athleisure wardrobe, be sure to check out eleven44 today!


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