Matt Brunton

Eleven Cricket Club

Creative Direction, Design

XI draws on cricket’s heritage while reimagining it with an irreverent eye. I built the brand from the ground up around four principles: culture first, product second; design for on and off the pitch; elevate every detail; respect the sport, redefine the fit.

Every piece is made with an uncompromising focus on materials, construction and longevity—an antidote to lazy merch, disposable plastic sportswear and fast fashion.

Cream Eleven Cricket Club T-shirt and cream-and-green cap displayed on a wooden hanger.
A model in a cream Eleven Cricket Club T-shirt seated in a wooden armchair.
Reverse of an Eleven Cricket Club bat with a dark decorative label and bold geometric XI graphics.
Front of an Eleven Cricket Club willow bat with its large black XI mark against grey.
A bat maker working on a cricket bat at a bench, with a red cricket ball in the foreground.
Close-up of the side of an Eleven Cricket Club bat, showing its Finest English Willow label.
Close-up of a black cricket bat grip with a circular Made in England end label.
Close-up of black-and-white Eleven Cricket Club skull-and-crossed-bats stickers on pale wood.
Black Eleven Cricket Club cap with a white skull-and-crossed-bats emblem on a grey studio surface.
Angled close-up of a framed photograph of an Eleven Cricket Club flag above a building.
A model wearing a black Eleven Cricket Club T-shirt and holding a red cricket ball towards the camera.
Framed red typographic poster listing geographic coordinates in white.
Framed green cricket poster with an illustrated batter surrounded by repeated circular lettering.
Framed cricket poster showing a black stump motif against concentric bands of bright colour.
A cricket bat maker standing in a workshop wearing a blue work shirt and black cap.
Black Eleven Cricket Club T-shirt with a white skull-and-crossed-bats graphic hanging against a grey wall.
Cream-and-green Eleven Cricket Club cap hanging from a wooden bat against a grey background.
A cricket-stump silhouette rising through bands of yellow, orange, red and purple.
Cream Eleven Cricket Club T-shirt laid over an XI-branded cricket bat beside a red ball.
An XI-branded cricket bat leaning against a wooden armchair beside a red cricket ball.