This brand’s slow, sustainable approach to denim is changing the menswear market – and its latest lookbook is pretty cool too. WGSN Denim Editor Samuel Trotman reports…
When it comes to sustainability, the denim industry is one of the most advanced in ethical production. One brand tapping into the indigo world’s good vibes is our favourite British denim brand, Story MFG. which is creating serious products with serious values and principles.
For Spring/Summer 16, it’s launching its biggest collection yet and opening the books to international retailers with designers Katy Katazome and Bobbin Threadbare touring Story at Capsule Paris and NYC this month.
The latest line continues along a similar thread to the previous two seasons drops, combining natural dyeing processes with vintage workwear shapes. Seeking out some of the most rare and unique denims from local weavers and dye houses across India and Thailand, the duo introduce unconventional techniques like drunken indigo dyeing (using whiskey to stimulate bacteria), fibre-dyed cotton, and vegetable coatings on their oversized separates.
In an interview with Style.com, the pair explained: “It takes a huge amount of exploring to actually find and make positive products. Customers are showing they’re open-minded and happy to get behind more sustainable ways of living as long as there’s no trade-off in terms of quality.”
A strong unisex appeal also remains in S/S 16 collection – the “Full English” lookbook packed with awesome styling for guys and girls. And these aren’t your usual workwear items, think more along the lines of oversized triple-pleat truckers in deep inky natural indigo, anti-fit 1940s prison jackets in orange madder denim and utility style bib’n’brace in unbleached ecru. There is more in the way of pattern too with woven ikat shirts and striped breton tops.
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