11/17 Living was born from the idea that home isn’t always a place, it’s a feeling.
For us, that feeling lives where water meets adventure, where nature becomes your escape, and where you can simply breathe and be yourself.
The name 11/17 comes from two highways that connect my two homes — Thunder Bay and Lake Shebandowan. Growing up in Northwestern Ontario, those roads weren’t just routes on a map. They were the path to my happy place. A place of docks and late sunsets, calm mornings on the lake, and memories that shaped who I’ve become.

As the brand grew, so did our community. What started as location-inspired apparel expanded into something much bigger, a lifestyle rooted in water, movement, and living fully. As a Team Canada water sport athlete, I’ve had the honour of representing my country on the world stage, surrounded by people who chase adventure, embrace challenge, and find joy in the outdoors. That energy is at the heart of 11/17.
Today, we create clothing, floating hats, changing towels and essentials built for lake days, ocean days, river days, any day spent outside, connected to what grounds you. Every piece we design is inspired by the belief that your happy place is never far away. Sometimes, it’s just one good swim, one sunset paddle, one quiet moment by the water.

11/17 Living is a reminder to live boldly, live simply, and live in the places that make you feel most alive.
Because home isn’t a dot on a map — it’s a lifestyle.

Josh Stovel
Founder,

Athlete,

Lake Guy for Life