The catchy checkered pattern on their GEL VENTURE 6 is a taste of Story mfg’s master-class use of texture and patterns.
Founded by the husband and wife duo of Saeed and Katy Al-Rubeyi, the UK fashion label has spent the better part of twelve years pushing fashion forward with sustainability at the top of mind.
In a world upheld by fast fashion trends- and the latest “core” to hit social media- Story mfg’s approach has always been slow and methodical. It is not about pumping out a garment that will feed the algorithm- it is about finding the perfect pattern, the perfect cut, and the best way to bring that idea to life.
“Best” can mean a lot of things, after all. In the case of Story mfg- the best means promoting artistic practices. It means using natural and processed materials, and repurposing used or unused materials when necessary. It means being kind- whether that be to animals, their peers in the industry, or to our environment.
That kindness is what has helped shape Story mfg into the beloved imprint it is today. It is felt in their choice of designs. The joy that comes with their playful graphics. The vibrancy that is felt through their color-blocking and pattern designs. They are the antithesis of the conservative shift that is occurring in fashion- and that is a battle that is worth fighting for.
Our society is rapidly shifting- and Story mfg’s mission is one we could all get behind. A mission of spreading positivity, being mindful of our wastefulness and how we treat each other, and to celebrate the jubilance of life. It is cool to make a statement, and it is cool to stand behind ethical practices.
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First revealed during their SS25 “Good Luck” show, the Story mfg x ASICS GEL-VENTURE 6 make a statement themselves.
The collaboration captures those aforementioned ideas and places them on a sneaker collaboration with one of the most popular sneaker brands out. ASICS’ GEL-VENTURE 6 is a modified trail shoe with specs that are crafted for today’s urban explorer. Thus, the sneaker is able to make the perfect transition from the rough outdoors to the city streets when necessary.
Story mfg’s embrace of the outdoors, and love for our environment, makes the GEL-VENTURE 6 the perfect canvas for their first collaboration with ASICS.
The gingham pattern that dresses the upper of the sneakers is a nod to not only Story mfg’s familiar use of patterns but to the unity associated with that design. In a way- picnics are a celebration of many things within Story mfg’s mission. Picnics bring out the kindness within us, they allow us to connect with nature and to disconnect with technology in a way that allows us to think critically about ourselves.
Story mfg is further bringing this idea of unity together with an activation to celebrate the release of their ASICS Gel-VENTURE 6 collaboration. This weekend, Londoners will be able to assist Story mfg with their “Community Quilts” project. Locals will have access to their ASICS collaboration early- all the while have the opportunity to make their own embroidery. This activation connects the Story mfg’s community with their mission and with their first ever sneaker collaboration- one thread at a time.
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The Story mfg x ASICS GEL-VENTURE 6 will release in two colorways- “Reddish Brown” and ”Vanilla Violet Quartz.”- via www.storymfg.com on Sunday, April 13th at 5 PM GMT/ Noon EST. A global drop will soon follow on Friday April 18th at participating ASICS retailers.
Stay up to date on this release and more via the SoleSavy DROPS app. There you can find the latest news details as well as release info and raffle management.
