Some things are worth travelling for and the new Story mfg store is one of them. Located in Brighton, on England’s south coast, make the pilgrimage to the brand’s HQ and you’ll be rewarded with impeccable interior design, the calming effect of their signature incense and the opportunity to play dress up and shop their AW22 collection. Not technically their first physical space — founders Katy and Saeed Al-Rubeyi once hosted a pop-up shop on their London canal boat — the store, which opened in spring, is the brand’s first permanent home.
Together with design consultant Jenna Fletcher of Oswalde, the duo took a blank canvas and crafted something special: a custom curvy rail suspended from the ceiling displays their latest wares, shrouded in sunlight; folded vegan knits are displayed around the room alongside their ceramic homeware and much-coveted accessories. The overall aesthetic — the muted tones of natural dyes and oft-overlooked material choices — carefully matches Story’s craft-led design values. Head away from the shop floor, past the terrace and its vegetable garden, and you’ll find a changing room decked out with a wavy room divider made from corrugated cardboard and a chair you’ll never want to get out of. It’s a space befitting a brand as inimitable (though fast fashion often tries) as Story mfg.
Keeping it in the family, we asked the brand’s go-to photographer Jordan Core — responsible for that aerial spiral shot from the AW22 campaign — to capture some key members of team Story mfg in their new home.
Jessie Fernando, 26, shop manager and stylist
What are you wearing in your portrait?
Striped Mother Earth, Shana Batik Mon Dress and Purple Slub Paco Pants.
How would you describe your personal style?
Baggy layers and matchy colours.
If Story mfg had a theme song, what would it be?
“Nomalizo” by Letta Mbulu.
What’s on your wish list from the new collection?
Deepity Scarf.
What’s your favourite element of the shop?
Currently the smell (our new incense coming out soon).
Top Brighton tip?
The beach at sunset!
Dan Pacitti, 23, designer
What do you do?
I’m a designer and consultant with Story mfg. I also co-design GENTLE FULLNESS and work with other brands.
What are you wearing in your portrait?
Moon Jacket and the crochet bag — both old season Story mfg.
How would you describe your personal style?
Comfy.
If Story mfg had a theme song, what would it be?
“Morphing Leadgitarre Rückwärts” by Jan Jelinek.
What’s on your wish list from the new collection?
Star Scraps Patchwork Pants in Ecru.
What’s your favourite element of the shop?
The chair in the changing room from the set of 2001: A Space Odyssey.
Top Brighton tip?
The jewellery shops in the South Laines.
Saeed Al-Rubeyi, 36, co-founder of Story mfg
What do you do?
I’m one of the founders of Story mfg with my wife, Katy. I do a bit of everything.
What are you wearing in your portrait?
A Greetings Shirt and some Peace Pants. The trousers are a few seasons old, and the shirt is from an upcoming release called ‘Story Roots’, which I’m really excited about.
How would you describe your personal style?
I’d describe it as anti-fit, loose, easy.
If Story mfg had a theme song, what would it be?
Some days it’s “Sugar” by System Of A Down, some days it’s “Forever In Blue Jeans” by Neil Diamond.
What’s on your wish list from the new collection?
So much! I wish I had ordered the tote bag in patchwork or any of the knitwear.
What’s your favourite element of the shop?
I love the smell. We make our own natural incense to burn in store and it’s really calming.
Top Brighton tip?
I really like the North Laines where our store is. There’s a community of indie shops, which is so unusual and SO MANY great little coffee shops and pubs. Most of the time living here I feel like I’m on holiday.
@saeed_storymfg
Ella Weeks, 21, retail administrator
What are you wearing in your portrait?
Grateful Tee, Protest With Joe; Paco Pants in Purple Slub; Clogs V1 in Fig and Tomato.
How would you describe your personal style?
Fluid and ever-evolving. It isn’t entirely cohesive, more a multitude of different ideas. At work, I mostly maintain casual and boyish looks. Outside of work, I tend to wear clothing that is considered queer anti-fashion. My style is founded on freedom and exploration, it doesn’t need to make perfect sense! Realistically, I’m wearing what’s clean from my last wash.
If Story mfg had a theme song, what would it be?
“Love and Happiness” by Al Green.
What’s on your wish list from the new collection?
Keeping Jumper in Blue Corn.
What’s your favourite element of the shop?
Naturally, the shop is a meticulous reflection of who we are. It’s hard to pick out a single element but if I had to, it would be the people. I get to experience genuine conversation and energy from these people that enjoy what we do on a daily basis. It’s so refreshing!
Top Brighton tip?
Bonsai Plant Kitchen.
Shotaro Ishii, 23, student and shop staff
What are you wearing in your portrait?
Twinsun Rollneck in Indigo Mother Earth, Peace Pants in Khaki Slub, Clog V1 in Fig.
How would you describe your personal style?
Wearing items that I can feel “original” in.
If Story mfg had a theme song, what would it be?
”Sanctuary” by Joji.
What’s on your wish list from the new collection?
Grateful Tee – Sunrise.
What’s your favourite element of the shop?
The large window on the shop floor.
Top Brighton tip?
American Express Community Stadium.
Katy Al-Rubeyi, 37, co-founder of Story mfg
What do you do?
I started Story mfg with Saeed about nine years ago. These days I do a bit of everything — design, oversee production, pay invoices, post on social, etc. Thinking about becoming a full time model for our webshop though.
What are you wearing in your portrait?
Greetings Shirt in Sappan Pink Scorpio Trip, and a past season Todash Skirt in a naturally dyed handwoven check.
How would you describe your personal style?
Mum style.
If Story mfg had a theme song, what would it be?
“Aquarius/Let The Sun Shine In” by The 5th Dimensions.
What’s on your wish list from the new collection?
The garment block printed Forager Pants.
What’s your favourite element of the shop?
I love all the staff. For so long it was just Saeed and me helping people discover the brand but now we have this mega-brained team that have an encyclopaedic knowledge of the stuff we make. Also, our huge changing room.
Top Brighton tip?
Warm vegan cinnamon buns from Loam.
Jim Sweet, 50, painter and Story mfg model
What are you wearing in your portrait?
Story mfg rugby shirt.
How would you describe your personal style?
Outdoors.
If Story mfg had a theme song, what would it be?
“Rockin’ In The Free World”.
What’s on your wish list from the new collection?
Polite Pullover in purple velvet.
What’s your favourite element of the shop?
The outside area.
Top Brighton tip?
Early morning sea swims before the rest of the town wakes up!
Emilie Risi, 25, assistant retail manager
What are you wearing in your portrait?
The Twinsun Rollneck in Ecru Mother Earth, Todash Skirt in Sappan Pink Scorpio Trip and a sample Story mfg beret from AW21.
How would you describe your personal style?
Never perfect, always fun.
If Story mfg had a theme song, what would it be?
“Secret Enchanted Broccoli Forest” by Babe Rainbow.
What’s on your wish list from the new collection?
The Forager Emilie Dress in Dark Arabesque (!!)
What’s your favourite element of the shop?
The huge double doors upstairs which have had a host of different uses long before we occupied the space.
Top Brighton tip?
Blackout and Alushi’s for amazing Lebanese food.
Bey Elby Al-Rubeyi, 1.5, muse and consigliere
What are you wearing in your portrait?
Miniature hand embroidered Story mfg jacket. This one is a tiny version of a jacket from next season.
How would you describe your personal style?
Cute but approachable.
If Story mfg had a theme song, what would it be?
”No More Monkeys Jumping On The Bed” – Various Artists.
What’s on your wish list from the new collection?
Story mfg kidswear.
What’s your favourite element of the shop?
I like to put my toys in the shoes.
Top Brighton tip?
Our house.
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