Michael Le It’d be simple to explain what STORY mfg is now: a sustainable clothing brand born from the minds of life and business partners Katy and Saeed. But how the two turned an ambitious idea into a full-fledged label befitting a Reebok collaboration is far more interesting.
Early on, around their founding in 2013, STORY mfg prepared their pieces in small batches for a low profile forum known as Care-Tags. This localized, cult following then grew ten-fold as the imprint expanded their breadth. And upon the inception of their starring Sundae and Time Jackets, the aforementioned couple had found their career-defining signatures. Today, their line-up consists of much more than hank-dyed cuts of denim, with collections often exploring unique embroideries, Grateful Dead inspired prints, and much, much more. Stockists the world over — such as LN-CC, Caliroots, Mr. Porter, etc. — have offered these styles in droves, and that likely put Story MFG on Reebok’s radar.
“This project was focused on our love of walking, nature and the outdoors. We came up with the brand on a walk together and whenever we need to think creatively, we go on a walk and hash things out,” said Saeed Al-Rubeyi. “Walking is our meditation and as we pound the pavement, we pick our brains for inspiration – we forage for wisdom. These versions of the Club C and Beatnik are slubby-gummy-peacey and friendly, without being foolish – like us.”
Vegans themselves, the humble STORY mfg founders have made it a point to use sustainable materials for their capsule. Atop both the upcoming Club C and Beatnik, an undyed, woven linen blend is used, dressed behind a veil of outdoor influences. The Club C, specifically, leads the conversation in its simple, classic design, bearing very little tweaks save for an embroidered peace sign on the side and “Forage for wisdom with “STORY MFG” text on the tongue label. In comparison, the Beatnik draws deeper from camping, with its puffed-up quilting resembling what one might wear during a trip. Alongside, the upper features the same blue-tinted peace sign adjacent to a pared down fastener and removable back strap.
Take a full look at the STORY mfg x Reebok capsule below. A release in unisex sizes is slated to arrive February 4th first at storymfg.com. A global release at Reebok.com and select retailers will then follow on February 6th.
STORY mfg x Reebok Club C / Beatnik
STORY mfg Release Date: Feb. 4th
Global Release Date: Feb. 6th
Starting at $120 USD
WHERE TO BUY
Story MFG x Reebok Club C
US 02/06/2021 Saturday
Powered By:
| Retailer | Release type | Status |
|---|---|---|
| Reebok US | Standard | Check Site |
US 02/04/2021 Thursday
| Retailer | Release type | Status |
|---|---|---|
| Story MFG | Standard | Check Site |
WHERE TO BUY
Story MFG x Reebok Beatnik
US 03/06/2021 Saturday
Powered By:
| Retailer | Release type | Status |
|---|---|---|
| Reebok US | Standard | Check Site |
US 02/04/2021 Thursday
| Retailer | Release type | Status |
|---|---|---|
| Story MFG | Standard | Check Site |
