STORY mfg.
STORY mfg. is a London-based sustainable fashion brand designing handcrafted clothing, accessories, footwear, and home goods using artisan textile techniques, serving eco-conscious consumers via direct e-commerce and wholesale to 100+ premium global stockists.
- Company typePrivate
- Founded2013
- HeadquartersCity Of London, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What STORY mfg. does
STORY mfg. is a London-based sustainable fashion brand that designs and sells handcrafted clothing, accessories, knitwear, footwear, and home goods using traditional artisan textile techniques. The company's core production rests on handwoven cotton fabrics manufactured by artisan makers in Thailand using human-powered looms, natural plant-based dyes (including fermented indigo, pomegranate, and iron-based dyes), naturally coloured heirloom cotton varieties, and hand appliqué and embroidery techniques. Signature products include the Sundae Jacket (a boxy fit jacket offered in multiple handwoven variations such as Wobbly Waffle and Indigo Handloom), knitwear, shirts, trousers, and a 'Things & Objects' homeware line encompassing eau de parfum, incense, ceramics, and soft furnishings.
The business operates a hybrid direct-to-consumer and wholesale model. D2C revenue is generated through the company's Shopify-powered e-commerce site (storymfg.com) with international shipping, a physical London studio and shop at Arch 408, Mentmore Terrace (open weekends), and digital gift cards ranging from £10 to £2,000. Wholesale distribution reaches over 100 premium stockists globally, including Mr. Porter, Selfridges, Liberty London, END. Clothing, Dover Street Market, FWRD, and LN-CC, spanning the UK, USA, Europe, Australia, and Asia. Pricing spans entry-level items (tees from $84) to premium pieces (bomber jackets up to $1,791), with seasonal sale discounts of 19-60%. The brand is privately held, founder-led (Katy), incorporated as Story mfg. ltd. in the UK, and operates without disclosed institutional funding, PE/VC backing, or parent company ownership.
STORY mfg. firmographics
Firmographics- Name
- STORY mfg.
- Legal name
- Story mfg. ltd.
- Website
- https://storymfg.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- STORY mfg. is a London-based sustainable fashion brand designing handcrafted clothing, accessories, footwear, and home goods using artisan textile techniques, serving eco-conscious consumers via direct e-commerce and wholesale to 100+ premium global stockists.
- Ownership category
- akta.pro rank
STORY mfg. industry classification
Industry- Product category
- Sustainable Artisan Apparel
- NAICS
- Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159), Footwear Manufacturing (3162)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Knitting Mills (2250), Knit Outerwear Mills (2253), Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Luxury & Couture / Small-Batch Cut & Sew (IMAOAEAL)
- akta.pro secondary industries
- Custom Printing & Decoration Services (Screen Print, Embroidery, Laser) (BPAFAMAL), Headwear Manufacturing (Hats/Caps/Beanies) (IMAOAFAA), Fashion/Costume Jewelry Manufacturing (CRAKAIAB)
Keywords
Where STORY mfg. is headquartered
LocationHeadquarters
- HQ city
- City Of London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
STORY mfg. business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: E-commerce sales through their own online store and physical retail at London studio/shop. Products include clothing, accessories, footwear, and homeware items.
- Wholesale Distribution: Wholesale sales to select stockists worldwide including premium retailers like Mr. Porter, Selfridges, Liberty, END. Clothing, and international partners.
- Gift Cards: Digital gift cards available in denominations from £10 to £2,000, valid for 1 year from purchase.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level products including t-shirts and basic accessories |
| Unit Pricing | Pay-as-you-go | Mid-range clothing items including shirts, shorts, and knitwear |
| Unit Pricing | Pay-as-you-go | Premium handwoven jackets, coats, and exclusive pieces |
| Unit Pricing | Pay-as-you-go | Sale items with significant discounts |
| Unit Pricing | One time/ perpetual license | Digital gift cards |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
STORY mfg. product offering
Product offeringCore offering
STORY mfg. designs, produces, and sells handcrafted clothing, accessories, knitwear, and homeware using traditional artisan textile techniques. The brand emphasizes handwoven fabrics, natural plant-based dyeing, and hand appliqué/embroidery, producing each piece in collaboration with artisan makers in Thailand and India. Products are sold directly to consumers via their own e-commerce store and London studio/shop, and through select wholesale partners worldwide.
Product overview
STORY mfg. is a sustainable fashion brand offering handcrafted clothing and lifestyle products. The core offering is a clothing and accessories line featuring handwoven, hand-dyed, and artisan-made garments including jackets (notably the signature Sundae Jacket), knitwear, shirts, trousers, dresses, skirts, tees, denim, sweats, coats, shorts, and kidswear. The brand extends into accessories (hats, bags, hairwear, jewellery) and Things & Objects homeware (Eau De Parfum, Incense, Ceramics, Soft Furnishings). Key collections include the R.T.S. (Ready-to-Ship) line with standardized handwoven colorways, the Wonky-Wear capsule featuring intentionally imperfect vintage workwear aesthetics, and collaborations such as the P.F. Flyers footwear partnership. Products are distributed through direct-to-consumer e-commerce and select wholesale partners worldwide. The brand is headquartered in London with production involving artisan makers in Thailand and other artisanal suppliers.
Differentiator
Problem solved
Functional benefit
Products and services
- Clothing & Accessories Primary apparel line including jackets, knitwear, shirts, trousers, dresses, skirts, tees, denim, sweats, coats, shorts, and kidswear, featuring handwoven, hand-dyed, and artisan-made sustainable garments for adult and children consumers.
- Accessories Complementary accessory line including hats, bags, hairwear, scarves, and jewellery produced with artisanal techniques for fashion-conscious consumers.
- Things & Objects Homeware and lifestyle product line including Eau De Parfum, Incense, Patches/Bits & Bobs, Soft Furnishings, and Ceramics extending the brand's artisanal aesthetic beyond apparel.
- Sundae Jacket Signature boxy-fit jacket available in multiple handwoven fabric variations (Wobbly Waffle, Indigo Handloom, Wood Check Handloom, Indigo Blanket, Black Blanket, Solar Check, Starry, Ether, Haze) made from naturally dyed handwoven cotton from Thailand.
- Story mfg. R.T.S. Collection Ready-to-ship collection of garments made from handwoven fabrics in standardized colorways (CO-11, CO-49, CO-64, CO-80, CO-91A, CO-195SF, CO-200A) including jackets, trousers, skirts, and bags.
- Wonky-Wear Collection Capsule collection celebrating wobbly, wonky details found in vintage workwear, using single needle machines with intentionally imperfect stitching for an aesthetic effect.
- Wobbly Waffle Fabric Collection Signature handwoven fabric collection woven by artisan makers in Thailand using three gauges of hand-spun yarn, using both naturally dyed and naturally colored cotton including browns from heirloom cotton varieties.
- Story mfg. x P.F. Flyers All-American Footwear
- Gift Card Digital gift card available in denominations from £10 to £2,000, redeemable on storymfg.com, valid for 1 year from purchase.
Quantifiable outcome
- Each garment is unique with no two exactly the same (except in quality)
- +1 more outcomes
Companies that use STORY mfg.
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
STORY mfg. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature6 records
STORY mfg. partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- P.F. FlyerscoreFootwear collaboration creating a limited edition version of P.F. Flyers' classic 'All-American' high-top silhouette. Features STORY mfg.'s signature naturally dyed handwoven cotton fabrics (Wobbly Waffle and Indigo Handloom) on the upper, with P.F. Flyers' Posture Foundation insole. Launching August 10th, 2025.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
STORY mfg. competitors and assessment
Company assessmentDirect peers
- Toast: UK-based sustainable lifestyle and clothing brand with a similar artisan, natural-material aesthetic and broad homeware/clothing assortment. Comparable in scale, geography, and positioning as a curated slow-fashion label sold DTC and through premium stockists.
- Lemaire: French slow-fashion brand focused on understated, craft-driven ready-to-wear with a similarly small-batch, artisanal production ethos. Comparable on premium positioning, garment-first assortment, and selective wholesale distribution.
- Studio Nicholson: London-based minimalist fashion label with a craft-influenced, gender-fluid aesthetic and similar premium price points. Comparable on UK base, DTC + premium wholesale model, and emphasis on natural materials.
- Ninety Percent: UK sustainable fashion brand sharing 90% of profits between charitable causes and stakeholders. Comparable on sustainable positioning, contemporary price points, and DTC-led distribution with select wholesale.
- Asket: Swedish slow-fashion essentials brand with radical transparency, full traceability, and an emphasis on longevity. Comparable on the sustainability narrative, premium basics positioning, and DTC-first GTM.
- Armedangels: German sustainable fashion label offering organic and Fair Trade clothing with a similar craft and natural-materials positioning. Comparable on sustainability credentials, mid-premium pricing, and multi-channel European wholesale + DTC distribution.
Emerging players
- BODE: New York-based craft fashion label built around handcrafted, vintage-inspired textiles and storytelling. Comparable on the artisan/textile-led aesthetic and narrative-driven brand building, though operating at higher price points.
- Colorful Standard: Danish sustainable basics brand with organic cotton apparel and a strong emphasis on traceability and eco-friendly dyes. Comparable on natural dye and sustainable cotton narrative, though more basics-focused than STORY mfg.
- House of Sunny: London-based sustainable fashion label known for knitwear and statement pieces with a focus on natural fibres. Comparable on UK base, craft-forward aesthetic, premium positioning, and DTC-led growth with selective wholesale.
Broad incumbents
- Patagonia: Established global leader in sustainable and outdoor apparel. Comparable as a benchmark for sustainability-driven brand building and lifetime-quality positioning, but vastly larger scale and broader category mix than STORY mfg.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
STORY mfg. social profiles
Digital presenceSTORY mfg. financial estimates
Financial estimateRevenue estimate
Valuation estimate
STORY mfg. leadership team
Management profileNumber of profiles
Profiles1 record
STORY mfg. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
STORY mfg. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about STORY mfg.
What does STORY mfg. do?
STORY mfg. designs, produces, and sells handcrafted clothing, accessories, knitwear, and homeware using traditional artisan textile techniques. The brand emphasizes handwoven fabrics, natural plant-based dyeing, and hand appliqué/embroidery, producing each piece in collaboration with artisan makers in Thailand and India. Products are sold directly to consumers via their own e-commerce store and London studio/shop, and through select wholesale partners worldwide.
Is STORY mfg. a public or private company?
STORY mfg. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was STORY mfg. founded?
STORY mfg. was founded in 2013. It employs 11 to 50 people.
Where is STORY mfg. based?
STORY mfg. is headquartered in City Of London, United Kingdom, in the Europe region.
How does STORY mfg. make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale Distribution and gift Cards.
Who are STORY mfg.'s main competitors?
Direct peers on record are Toast, Lemaire, Studio Nicholson, Ninety Percent, Asket and Armedangels. Emerging players are BODE, Colorful Standard and House of Sunny. Patagonia is listed as a broad incumbent.
Does STORY mfg. have an API?
No public API is recorded for STORY mfg..
What industry is STORY mfg. in?
STORY mfg.'s product category is Sustainable Artisan Apparel. Its primary akta.pro industry code is IMAOAEAL, Luxury & Couture / Small-Batch Cut & Sew, with a secondary code of BPAFAMAL, Custom Printing & Decoration Services (Screen Print, Embroidery, Laser). Its NAICS code is 315 and its SIC code is 2300.