Unisex urban fashion that falls in line with sustainable development principles while boasting an ultra-hip reputation? This is the wild gamble pulled off by Story MFG, whose duo manages to reconcile nature and ready-to-wear.
Selected by PROMOSTYL
Selected by PROMOSTYL
Urban clothing…
Creating clothing that didn’t exist before: this was the motivation that drove Bobbin and Katy Katazome, partners in business and real life, to found their own ethical ready-to-wear brand: Story MFG. Tired of not finding pieces manufactured using methods seen as too laborious by a fashion industry even more in a hurry than ever, the apprentice designers based in trendy East London rolled up their sleeves to make their utopia a reality. On the programme? Collections inspired both by work uniforms from yesteryear and a streetwear wardrobe, all interspersed with details and accessories with an unmistakably folk influence.
Selected by PROMOSTYL
Selected by PROMOSTYL
The look is pragmatic, contemporary and undeniably “genderless”. “Utilitarian, clean details really work for us and give our fabric (which could otherwise look a bit too home-spun or crusty) a new context,” explains Bobbin in an interview on the Hypebeast website.
Selected by PROMOSTYL
Selected by PROMOSTYL
… that is extremely ethical
Because this is what really makes Story MFG stand apart. Keen to produce clothing in an environmentally friendly way, the label, which is today sold from Tokyo to Los Angeles, uses only natural dyes, including those from The Colors of Nature, which has been previously mentioned on our blog, as well as fabrics entirely woven by hand. “They’re a nod to the past, but they also represent a positive future where we can utilize emerging tech to work with nature,” continues Bobbin.
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Selected by PROMOSTYL
Story MFG not only has an ecological but also a social aim, as these production methods keep certain age-old traditions alive while financing local workers who still have the skills to master them. The next step? The opening of a coffee shop and the creation of new nature-led manufacturing technologies. In short, a whole adventure!
Selected by PROMOSTYL
Selected by PROMOSTYL