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Story mfg.

Basic information

Country
United Kingdom
Founded
2013

Overview

STORY mfg. is a fashion brand founded in the UK in 2013 by Saeed Al-Rubai, known as Bobbin, and Katie Al-Rubai. It incorporates craft processes such as natural dyeing and handweaving, and offers jackets, shirts, trousers and knitwear, as well as accessories including bags and hats. The brand officially sets out “The Positive Product Manifesto,” which outlines its approach to making products designed for long-term use, reviewing production processes, and following a vegan policy (no materials derived from animals).

Concept

Story mfg. was born out of a desire for a more authentic, fulfilling and kind approach to fashion

Sub-brands

  • Gentle Fullness 2022

    A sister brand derived from Story mfg., which a 2022 official update described as having been started to “explore production methods not used by Story mfg.” Separate from the main line, it is treated as an independent experimental platform for trying different manufacturing approaches, and has been presented independently through SS22, Friends of Gentle Fullness in 2023, and a collaboration with Keen in 2024.

    An experimental platform for a sister brand exploring different techniques

  • Story mfg. R.T.S. 2022

    A separate collection derived from Story mfg.’s main line, it brings together only slowly dyed items, centered on natural dyeing using fruits, roots, bark, leaves, and microorganisms. It is officially presented as a pared-back version of the main line and an exclusive in-house offering, highlighting the dyeing process within the brand’s craft approach across jackets, shirts, knitwear, and accessories.

    A pared-back offshoot line centered on natural dyeing