Since its inception in 2013, Katy and Saeed Al-Rubeyi, founders of Story mfg., have consistently prioritised environmental responsibility by exploring ancient technologies and embracing the key aspects of craftsmanship.
Bringing together elements like natural fermented dyes, hand weaving, hand knitting, hand embroidery and homegrown fibres, the East London-born imprint has now presented its Spring/Summer 2024 campaign, which focuses on the vibrancy of diverse hobbies.
Captured through the lens of Vivek Vadoliya, the campaign highlights individuals engaged in activities such as rambling, community gardening, knitting, music, ballroom dancing, and chess playing. “Hobbies can be outlets, help with mental health, and bring lifelong friends together,” reads a note from the brand. “There’s no pressure on them to create money—they pay for themselves in something more meaningful.”
Dressed in the brand’s seasonal wears, the eclectic mix effortlessly showcase the collection, comprised of outerwear, knitwear, relaxed tops, wide-leg pants, shorts and an array of other stylish and sustainable pieces.
Get a closer look at the Story mfg. Spring/Summer 2024 campaign in the shots below.
