Story mfg.

Story mfg. is a sustainable UK designer clothing label for men and women, founded in Brighton in 2013 by husband-and-wife team Saeed and Katy Al-Rubeyi. With backgrounds in trend forecasting and menswear, the couple set out to make garments that did not already exist, starting with a naturally dyed, handwoven denim and developing their own fabrics from scratch rather than buying ready-made cloth. Its gender-neutral collections include bomber jackets, shirts, knitwear, trousers, shorts and tees, with signature pieces such as the Seed Bomber, the Greenhouse Shirt and the Grateful Tee. Everything is handmade in India by a team of artisan dyers, weavers, embroiderers and tailors. Story mfg. uses only natural plant dyes such as myrobalan, Indian redwood, pomegranate and natural indigo fermented in a large vat whose water is reused. Craft techniques include hand embroidery, block printing, appliqué, hand crochet and patchwork made from production offcuts, and the label is vegan. Early on it sold from a pop-up shop on the founders' London canal boat. It has since been stocked by LN-CC and Goodhood, profiled by British Vogue and i-D, and opened its first permanent store in Brighton in 2022.