The ‘slow movement’ started in Rome in 1986 when McDonald's opened a 'restaurant' in the Piazza di Spagna. A man named Carlo Petrini was left shocked that his beloved Italian food culture was being invaded. Deciding that something had to be done, Petrini started to promote traditional and authentic approaches over fast-food production.

Story MFG AW'15 Lookbook

From buying a vintage jacket on eBay to a 19th century baroque mirror from 1stdibs, slow fashion encapsulates anything that reduces the nations all-too-rapid rate of consumption.

Story MFG AW'15 Lookbook

The ‘slow movement’ has since become a symbol of environmental care and quality for a gamut of companies and brands. Though its reverent business model was soon to be side-lined by the throw-away, mass-produced market that now dominates our high streets, there remain aspects of the slow fashion movement still going strong, albeit somewhat indirectly. From buying a vintage jacket on eBay to a 19th century baroque mirror from 1st dibs, slow fashion encapsulates anything that reduces the nations all-too-rapid rate of consumption.

Story MFG AW'15 Lookbook

In a menswear climate in which seasonal runway shows instantly outdate what is available in store, some brands – such as British label 6876 - are deliberately following the slow movement beyond just re-selling. America's Pendleton has been adhering to the movement’s ethos before it even existed. Another brand opting out of seasonality is Story Manufacturing Garments (Story MFG.) - a brand that embraces the idea that there should be a story and purpose behind their wonderfully designed clothes.

Their denim comes in one cut but in different fabrications. Why? Because it allows them to focus on aspects such as the hand-dyed indigo denim, rather than making an apt skinny jean for 15-20 year olds.

Story MFG AW'15 Lookbook

Littered with this narrative, each aspect of the company’s production process has a place in the ‘stories’ section of their website. This is more than just a blog designed to push the collection. Each story provides the consumer with insight into the ideas behind their clothes. For example, their denim comes in one cut but in different fabrications. Why? Because it allows them to focus on aspects such as the hand-dyed indigo denim, rather than making an apt skinny jean for 15-20 year olds.

Indigo x natural indigo fabric (Ni x Ni) being made in Arvind's factory, India

All too often men's fashion pieces come "from the archives of..." or are ‘re-issues’, ‘vintage’ or ‘worn’, but little explanation is offered to back up these terms. Story MFG on the other hand, offers a deeper understanding of their clothing's origins.

When we asked ‘why?’, the weavers simply answered ‘because’. It’s local, readily available and the highest quality, so of course it’s a no-brainer.

Detailing the tale behind hand-weaving their River Denim, Story MFG. explains: "When we asked ‘why?’, the weavers simply answered 'because'. It's local, readily available and the highest quality, so of course it's a no-brainer." Through this, consumers are reminded that there is more creativity and craftsmanship installed in their clothes than initially meets the eye.

Indigo x natural indigo fabric (Ni x Ni) being made in Arvind's factory, India

Whilst Story MFG. has lookbooks, a website and social media, elsewhere it shies away from traditional marketing. Instead, open-thread discussions on men's fashion forum care-tags create an unorthodox buzz among people who really care. This openness and willingness to discuss production processes is a rarity. It is a transparency clearly encapsulated in the brand’s decision to conduct a public Q&A on Reddit, known on Reddit as an 'IamAskMeAnything'.

Indigo x natural indigo fabric (Ni x Ni) being made in Arvind's factory, India

With a bit of time, little-by-little, the right people will turn the right heads in a pair of Story MFG. denim or their natural indigo chore jacket, and for a brief moment the fashion world might slow down.

It might take more than Story MFG.'s well-natured practices to change the nature of this hungry industry; rampant capitalism will not be overturned by incredible, handmade jeans. And yet, with a bit of time, little-by-little, the right people will turn the right heads in a pair of Story MFG. denim or their natural indigo chore jacket, and for a brief moment the fashion world might slow down.

Words: Seth Footring

Images source: Story MFG