As the modern industrial machine that is the fashion world optimizes itself in an effort to maximize profits, the day of reckoning from our planet looms ever nearer. Incredible amounts of clothing from brands spanning the entire gamut of price ranges go to waste each year, be it H&M or Louis Vuitton. The latter has even been caught burning unsold stock to maintain a sense of exclusivity (LV is hardly the sole perpetrator). Fortunately, circumstances have made consumers much smarter in recent years. Buyers are increasingly looking for more sustainable options these days, and are becoming disillusioned by the greenwashing of massive brands. That's where brands like Story Mfg. come in.
Once the patrons of artisans and craftsmen, large fashion houses have pivoted to the streetwear-centric market for a quick buck. Because of this, the responsibility of preserving craft falls onto the shoulders of smaller producers.
Amidst these problems and an urgent sense of "we need to do better", young designers are navigating the process of creating a modern, contemporary brand that manufactures clothing responsibly, without cutting corners. Husband and wife duo, Saeed and Katy Al-Rubeyi, have been doing just that with their brand, Story Mfg.