Story MFG was based by husban-and-wife workforce Katy and Saeed Al-Rubey as a model whose whimsical aesthetics (a ‘get together vest’ lined in embroidered tomatoes, T-shirts adorned with mushrooms and dancing carrots) belied a severe mission to create sustainable garments.
To do this, they make most of their gadgets in Auroville, India, the place native artisans hand-dye, embroider, tailor and weave the whole lot utilizing solely biodegradable supplies and pure dyes. In addition they repurpose offcuts into new gadgets, make buttons out of nuts and meticulously pore over each element of each garment to make sure it’s as sort to Earth as attainable. The result’s merchandise that, of their phrases, are ‘made in a approach a lot nearer to winemaking than style’.
Story MFG’s debut fragrances
That very same mix of playfulness and earnestness extends to the model’s two debut fragrances: Earth Tone Analysis and By no means Ending Meadow. With a brand new perfume launch virtually each week, it may be arduous to discover a scent that cuts by means of the noise and presents one thing actually distinctive.
But, the Story MFG fragrances handle to just do that, thanks largely to their use of mitti attar. A luxurious ingredient distilled from discarded clay vessels, mitti attar is usually described because the odor of soil after rain and has been utilized in Indian perfumery for hundreds of years (though, it’s hardly ever present in European or American-made counterparts).
Manufacturers like Haeckels and Perfumer H have made profitable petrichor scents earlier than, however Story MFG perfumes distinguish themselves due to the notably potent, nearly clay-like, earthiness of its post-rain scent. By no means Ending Meadow is the extra delicate of the 2, mixing jasmine sambac, numerous florals and tea leaves with the fermented woodiness of mitti attar. Earth Tone Analysis places the mitti attar centre stage with refined additions of patchouli, oakmoss and cardamom.
Each bottles have a unusual stone topper that’s handmade out of cotton paper and different deadstock materials, with cork changing the same old plastic parts. They give the impression of being candy on any dressing desk or toilet cupboard, whereas their heat, musky scent makes them a super signature for winter months.