AW22 “Try Try Try” Delivery One is now online at www.storymfg.com and arriving at stockists worldwide. This season we’re splitting up the collection on the website, so you can expect new product to arrive every week for the next month. Every season we feel like the last one was a huge task, but this one was (and still kinda is) a real challenge to make. Its easy to forget the kind of brand we are vs. the norm. A normal brand of our size will buy fabrics and trims, book a production slot with a factory (that will also manufacture for lots of other brands too) and make their products probably in about 1-2 months. When we go to make a collection most of our partners work on nothing else - they make fabric from scratch, dye, embroider, knit and crochet it all into being. It takes 5-6 months of constant, focused work, dedicated to making Story clothing, and when the weather gets in the way we can’t do anything but wait it out. I (Saeed) get really turned off by brand messaging when it reads like ‘we aren’t like other companies - we’re different’ because it always feels really inauthentic. That said, I really want and need you all to understand that we really are so unusual, and this makes our pieces really special (and so so so hard won). This season is called "Try Try Try", a mantra for Story mfg if ever there was one.