STORY MFG SS21 "Fil Mish-Mish"



“There’s an Arabic saying used liberally between honest friends answering hopeful questions - “Fil Mish-Mish”. Literally, it means ‘When apricots bloom’ and it’s what linguists call an ‘idiom of improbability’. I’d say the closest English counterpart is something like ‘When pigs fly’ or ‘I wouldn’t count on it’. Although pigs won’t ever fly, that saying never feels quite like a hard ‘never’ and Fil Mish-Mish has that same sort of strength of statement.”

By Saeed Al-Rubeyi, 1/2 of Story MFG


 

Many brands these days talk the talk, aware of the fact that sustainability, conscientious business practice and ethical standards have become not just selling points but bottom lines that customers look for when shopping.  There is nothing more refreshing however than finding brands that not only achieve these goals, but in fact were created FOR this purpose, to produce clothing in a way that holistically supports the earth, the artisans who make it, the sales and distribution agents who place it, and the final retailers like ourselves who sell it.  You see, it is a complicated process and network that often rewards brands to cut corners and make compromises, all because the final dollar is so precious and hard to conserve.  That being said, there is truly no brand out there like Story MFG- producing garments using processes that are sustainable and look to honor the history of these industries, rather than re-write them.  From the aesthetic, to the minute and individual details on each and every garment, we truly love and welcome to our store our newest arrival, Story MFG!



Story MFG POSITIVE PRODUCT MANIFESTO:

Waste is lazy
There is no 'waste' in nature. A seed grows into a plant with energy from the sun, lives, dies and turns into life-giving soil for everything else. This approach of not only 'zero impact' but 'positive impact' is our ultimate goal.
We collect our natural fibre offcuts from production and re use them for lining, stuffing or other items. If they're too small to be used in that way they are driven down the road and turned into paper which we use to make hangtags and packaging.
While we use very little synthetic materials, what we do use is recycled or easily remove-able and widely recycle-able and we use no single-use plastics anywhere.

Animal kind
We never, ever, use animal products because we don’t feel there is anything sustainable or positive in raising and slaughtering other creatures. Our stand on kindness extends to our makers and customers too - we ensure that our materials and garments do not carry horrid toxic chemicals that could be harmful to work with or wear. Everything we do is vegan and completely cruelty-free. 

Regenerative agriculture
Our greater goal is to help reverse the damage done by industry and enter into practices that leave the planet better off after our work is done. Our natural indigo sourcing comes from an effort to fix nitrogen levels in over-tilled and farmed soil, and our dyeing takes place in a re-planted forest where all our waste is used to fertilise the gardens.

Family values
Our work is heavily craft-based and involves both teaching and learning new techniques together with our craftspeople. We are invested in giving continuous, well-paid work and do not switch for cheaper alternatives.

Anti Racist
The Fashion industry is one of the most powerful oppressors. If it were a government, we would call it the cruelest regime on the planet for the way it upholds racist practices, disenfranchises, economically enslaves and perpetuates racist stereotypes. The industry relies on the hard work, culture, history, passion and resources of people it chooses not to represent - often perpetuating a disgusting measure of value to customers based on race. We will continue to champion those we work with, and challenge at every turn racist attitudes. We will be inclusive in our hiring practices, partnerships, collaborations, media and use our influence to fight systemic xenophobia, racism and discrimination. 

Clothing is skincare
If the chemicals in clothing were packaged into a cream you'd never let it anywhere near your skin - so why do we ignore it when it's in the things we wear? Our approach to fabric and dyes is to use only ingredients that are non toxic and skin kind. The vast majority of our dyes and materials are made from natural elements used throughout history (although it's important to remember that some people are allergic to things found in nature like peanuts, soy, etc.)

Built to last
We build products to last because the most sustainable way to live is to buy less. Our construction methods are transplanted from vintage workwear and military making our goods durable and strong for their lifetime.

Synthetics are not our enemy
Synthetics have been vilified as enemy number 1. in the fight for a nicer future but it feels as if this is a bit of a distraction from more nuanced issues. Synthetics in the right application and with thoughtful design are sometimes a better choice of material. Single use plastic bags are obviously idiotic and short sighted, but we think recycling and mindful design with synthetic materials is important. 

Pragmatic by nature
Story mfg. is constantly adapting to new discoveries and our manifesto is a living document. We are careful not to get stuck in an ideology if new, better, kinder, production options arise.


This collection represents a triumph against the odds.  The dilemma of Covid-19 has been one shared worldwide, and truly one that has had an effect on every single living human.  For us as a small retailer, working with brands that are already operating on extremely tight budges, deadlines and sales windows, delays in any of the steps can have significant impact on all other parts of the business.  So for a brand like Story MFG, with an intrinsic and intentional commitment to producing clothes in not only a sustainable but meaningful and beautiful way, finding ways to navigate these turbulent times is a double mission.  Finding ways to continue to work with new brands, despite harder obstacles left us at times wanting to proclaim “Fil Mish-Mish”! Our first delivery from @story.mfg is a testament not to the set backs but to the victories of pushing forward through the chaos.  A big thank you to Saeed, Katy, Alice, Jemima, PA and the rest of the Story team.  Last year taught us that nothing is accomplished alone, and only together can we keep the momentum going!  Thank you for reading our story and we hope you can become a part of it soon!  
Many brands these days talk the talk, aware of the fact that sustainability, conscientious business practice and ethical standards have become not just selling points but bottom lines that customers look for when shopping.  There is nothing more refreshing however than finding brands that not only achieve these goals, but in fact were created FOR this purpose, to produce clothing in a way that holistically supports the earth, the artisans who make it, the sales and distribution agents who place it, and the final retailers like ourselves who sell it.  You see, it is a complicated process and network that often rewards brands to cut corners and make compromises, all because the final dollar is so precious and hard to conserve.  That being said, there is truly no brand out there like Story MFG- producing garments using processes that are sustainable and look to honor the history of these industries, rather than re-write them.  From the aesthetic, to the minute and individual details on each and every garment, we truly love and welcome to our store our newest arrival, Story MFG!



Story MFG POSITIVE PRODUCT MANIFESTO:


Waste is lazy
There is no 'waste' in nature. A seed grows into a plant with energy from the sun, lives, dies and turns into life-giving soil for everything else. This approach of not only 'zero impact' but 'positive impact' is our ultimate goal.
We collect our natural fibre offcuts from production and re use them for lining, stuffing or other items. If they're too small to be used in that way they are driven down the road and turned into paper which we use to make hangtags and packaging.
While we use very little synthetic materials, what we do use is recycled or easily remove-able and widely recycle-able and we use no single-use plastics anywhere.


Animal kind
We never, ever, use animal products because we don’t feel there is anything sustainable or positive in raising and slaughtering other creatures. Our stand on kindness extends to our makers and customers too - we ensure that our materials and garments do not carry horrid toxic chemicals that could be harmful to work with or wear. Everything we do is vegan and completely cruelty-free. 

Regenerative agriculture
Our greater goal is to help reverse the damage done by industry and enter into practices that leave the planet better off after our work is done. Our natural indigo sourcing comes from an effort to fix nitrogen levels in over-tilled and farmed soil, and our dyeing takes place in a re-planted forest where all our waste is used to fertilise the gardens.

Family values
Our work is heavily craft-based and involves both teaching and learning new techniques together with our craftspeople. We are invested in giving continuous, well-paid work and do not switch for cheaper alternatives.


Anti Racist
The Fashion industry is one of the most powerful oppressors. If it were a government, we would call it the cruelest regime on the planet for the way it upholds racist practices, disenfranchises, economically enslaves and perpetuates racist stereotypes. The industry relies on the hard work, culture, history, passion and resources of people it chooses not to represent - often perpetuating a disgusting measure of value to customers based on race. We will continue to champion those we work with, and challenge at every turn racist attitudes. We will be inclusive in our hiring practices, partnerships, collaborations, media and use our influence to fight systemic xenophobia, racism and discrimination. 

Clothing is skincare
If the chemicals in clothing were packaged into a cream you'd never let it anywhere near your skin - so why do we ignore it when it's in the things we wear? Our approach to fabric and dyes is to use only ingredients that are non toxic and skin kind. The vast majority of our dyes and materials are made from natural elements used throughout history (although it's important to remember that some people are allergic to things found in nature like peanuts, soy, etc.)


Built to last
We build products to last because the most sustainable way to live is to buy less. Our construction methods are transplanted from vintage workwear and military making our goods durable and strong for their lifetime.

Synthetics are not our enemy
Synthetics have been vilified as enemy number 1. in the fight for a nicer future but it feels as if this is a bit of a distraction from more nuanced issues. Synthetics in the right application and with thoughtful design are sometimes a better choice of material. Single use plastic bags are obviously idiotic and short sighted, but we think recycling and mindful design with synthetic materials is important. 

Pragmatic by nature
Story mfg. is constantly adapting to new discoveries and our manifesto is a living document. We are careful not to get stuck in an ideology if new, better, kinder, production options arise.


This collection represents a triumph against the odds.  The dilemma of Covid-19 has been one shared worldwide, and truly one that has had an effect on every single living human.  For us as a small retailer, working with brands that are already operating on extremely tight budges, deadlines and sales windows, delays in any of the steps can have significant impact on all other parts of the business.  So for a brand like Story MFG, with an intrinsic and intentional commitment to producing clothes in not only a sustainable but meaningful and beautiful way, finding ways to navigate these turbulent times is a double mission.  Finding ways to continue to work with new brands, despite harder obstacles left us at times wanting to proclaim “Fil Mish-Mish”! Our first delivery from @story.mfg is a testament not to the set backs but to the victories of pushing forward through the chaos.  A big thank you to Saeed, Katy, Alice, Jemima, PA and the rest of the Story team.  Last year taught us that nothing is accomplished alone, and only together can we keep the momentum going!  Thank you for reading our story and we hope you can become a part of it soon!  

You can shop STORY MFG in-store at Steadbrook or online via our webstore


Photography: Jonas Conn-Parent

Styling & Direction: Jonas Conn-Parent, Zaki Hamid, & Montserrat Granados

Models: Elias Hamid, Hannah Hamid, & Faread Mustapha





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