Since its 2013 creation, Katy and Saeed Al-Rubeyi’s brand, Story mfg. has centered its fashion focus on environmental responsibility, researching ancient tech and celebrating the hallmarks of craft. But with its practices, the UK-based brand has retained its family-run roots, which lends itself to the brand’s fun, lively personality. To keep that going, the brand has revealed its new Spring/Summer 2024 campaign that looks to the vitality of varied hobbies.
“Hobbies can be outlets, help with mental health, and bring lifelong friends together,” read an excerpt from the brand. “There’s no pressure on them to create money – they pay for themselves in something more meaningful.”
So for its latest campaign, the brand looked into its community to highlight the power of hobbies. But specifically, the power that lies within varied hobbies, which illustrates the color of personalities and interests. Shot by Vivek Vadoliya, the campaign showcases people including ramblers, community gardeners, knitters, musicians, ballroom dancers and chess players.
Even in the campaign’s lighthearted personality, it would not be complete without the clothes. Therefore, the range of personalities is seen donning the brand’s SS24 pieces across outerwear, knitwear, relaxed tops, wide-leg pants, shorts and more.
Take a look at the new campaign in the gallery above. Story mfg.’s SS24 collection is available now online.
