STORY mfg.
Rated: Good
Price: $$$
Location: UK
Quick verdict
STORY mfg. is best for conscious consumers who value genuine artisan craftsmanship and one-of-a-kind naturally dyed garments, and are willing to pay premium prices ($85–$1,500) for truly handmade, vegan slow-fashion pieces. The brand stands out for its exceptional approach to natural dyeing (indigo, madder root, myrobalan, sappan wood), hand-loomed fabrics, and deep investment in over 100 artisan craftspeople in India. The main caveats are the high price point and the absence of formal third-party certifications (no GOTS, no Fair Trade, no B Corp) despite exceptionally strong practices.
Key info
- Headquarters
- London/Brighton, UK (design); Auroville, Tamil Nadu, India (production)
- Founded
- 2013
- Product categories
- Menswear, Womenswear
- Price range
- $$$
- Key certifications
- No formal third-party certifications (no GOTS, Fair Trade, or B Corp).
STORY mfg. sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
Uses organic cotton, cotton-linen blends, hemp blends, and entirely natural/plant-based dyes (indigo, madder root, myrobalan, sappan wood, jackfruit wood, babul bark), Buttons from corozo nuts; packaging from biodegradable cornstarch. Entire range is vegan.
Employs 100+ artisan dyers, weavers, embroiderers and tailors at The Colours of Nature atelier in Auroville, India. Founders state commitment to continuous, well-paid work. However, there is no formal Code of Conduct and unclear living wage verification.
Closed-loop natural dye system where wastewater returns to earth; all textile offcuts reused as linings, stuffing, tags, or fertilizer; production largely powered by renewable energy. "Waste is lazy" is a core motto.
Exceptionally transparent with detailed documentation of dyes, processes, materials, and crafts on their website. Published "Positive Product Manifesto" is a living document. Blog essays openly discuss shortcomings. Rare candor.
T-shirts ~$85, shirts $300–550, jackets $600–1,500, hand-knit pieces up to $1,500+. Premium pricing justified by genuine handcraft (some items take 6 months to produce), but inaccessible for many. Quality described as heirloom-grade.
What they do well
- Authentic natural dyeing at scale: Uses indigo (dipped up to 16 times for darker shades), madder root (scarlets to peaches), myrobalan (yellows and blacks with fermented iron), sappan wood (vivid pinks), jackfruit wood (deep mustards), and babul bark, all with non-polluting alum mordants in a fully closed-loop system at their Auroville dye house.
- Genuine hand-production from scratch: Designs fabrics from the yarn-dye stage. Every yarn hank is hand-dyed and checked by eye; fabrics are hand-woven on traditional looms. Each piece is truly unique.
- Zero-waste philosophy with positive impact: All offcuts become linings, stuffing, tags, or nutrient-rich fertilizer, Buttons from nuts, packaging from cornstarch. The stated goal is "positive impact" — not just zero impact.
- Deep artisan community investment: Over 100 craftspeople including dyers, weavers, crochet collectives, embroiderers, and block printers across India. They prioritize continuous employment and never switch suppliers for cheaper alternatives.
- Radical honesty about sustainability: Publicly acknowledges being "not a 100% sustainable brand" and writes candidly about industry greenwashing and their own shortcomings. Exceptionally rare transparency.
Room for improvement
- Labor certification gaps: No formal Code of Conduct, and unclear whether workers throughout the supply chain receive verified living wages. Labour practices remain the weakest area.
- No third-party sustainability certifications: Despite exceptional practices, the brand lacks GOTS, Fair Trade, or B Corp certification that would provide independent verification. This is a philosophical choice but leaves claims unaudited.
About STORY mfg.
STORY mfg. was founded in 2013 in London by husband-and-wife team Saeed and Katy Al-Rubeyi: Saeed from a design background, Katy from trend forecasting. The brand began with a crowdfunded pair of jeans via Reddit, born from frustration that no brand combined genuine sustainability with great design. Early collections were UK-made, but production moved to Auroville, India to work directly with The Colours of Nature. A dye house deep in a replanted forest founded by a craftsman called Jesus who pioneered pure natural dyeing since the 1980s.
Their natural dye process is extraordinary. Indigo yarns are hand-dipped in fermenting pits up to 16 times for deeper shades. Madder root yields scarlets to peaches. Myrobalan creates yellows and blacks when combined with fermented iron. Sappan wood produces vivid pinks, jackfruit wood gives deep mustards. The dye house uses alum mordant exclusively. Never polluting chemicals. And operates a fully closed loop where all wastewater returns to fertilize surrounding gardens. Hand-loomed fabrics are woven from locally sourced organic cotton yarn, hand-dyed in hanks. Block printing happens in Jaipur; a neighbouring knitting and crochet collective produces popular hand-crocheted pullovers and bags.
The brand uses exclusively biodegradable materials: organic cotton, cotton-linen blends, hemp blends, corozo nut buttons, and cornstarch packaging. The entire range is vegan, Shipping from the UK: free domestic over £150, free international over £250. Returns accepted. Stocked at major retailers including MR PORTER, SSENSE, Selfridges, and END. Pricing is premium ($$$$/luxury) but reflects genuine handcraft. Some pieces take six months to produce. Celebrity fans include Bella Hadid and Hailey Bieber.
Product highlights
Short on Time Jacket
Boxy jacket in 100% organic cotton, corozo nut buttons, hand-embroidered cross-stitch lettering
~$838–1,214
Signature silhouette exemplifying workwear-meets-artisan aesthetic; available in patchwork and natural dye variants
Greetings Shirt
Camp-collar shirt in hand-woven organic cotton; clamp-dyed, block-printed, embroidered, or patchwork versions
~$329–564
Brand's most recognizable piece; available across every technique they use
Lush Carpenter Pants
Loose relaxed-fit organic cotton trousers with workwear carpenter construction
~$485–650
Foundation of STORY mfg.'s signature voluminous silhouette
Grateful Tee
100% organic cotton T-shirt with hand-drawn graphics (mushrooms, vegetables, peace motifs)
~$85–157
Most affordable entry point and gateway to experiencing the brand
