• Brand,  Studio Visit

    Story mfg: Slow is Beautiful

    If someone asked me what beauty and fashion have in common at the moment, I would say that in both sectors it’s the indie brands that are pushing the envelope forward – both in terms of style and sustainability. Cue Story mfg, a London-based label with a focus on slow-made, artisanal denim that despite its old-school manufacturing techniques sports a distinctly contemporary aesthetic. Founders Bobbin Threadbare, a tech blogger (his name is not a coincidence), and Katy Katazome, a former WGSN forecaster, traveled far and deep to find a bunch of retired lady farmers they could team up with for an eco-conscious, ethical and truly sustainable denim line harkening back…

  • Brand,  New Look

    G-Star RAW Launches Its Greenest Pair of Jeans Ever

    Sustainability means a lot of different things to a lot of different people. Some brands content themselves with using recycled plastic bottles in their denim, but dye the fabric via conventional methods. Others brand their collections as green based on a percentage of sustainable fiber in the material such as lyocell [see Green Glossary], but without specifying where it came from, which can make a huge difference. While it is true that all efforts should be applauded and the above-mentioned examples are solid first steps, they are not nearly enough viewing the array of green technologies available today and therefore should hardly satisfy a truly green consumer. To contrast, a…