Designer Archit Sharma has created an intriguing brand identity for 12:31 (TwelveThirty:One), a fashion house that challenges conventional textile use. The concept centers on a specific moment in time - 12:31 - representing the creative inception point where ideas transform into reality. We find the logo particularly clever: it takes the familiar digital time format and transforms the two dots into stitches, immediately connecting temporal precision with textile craftsmanship.