This past weekend, London was all about the collaboration between Story mfg. and ASICS. For their first partnership with ASICS, the eco-conscious label unveiled two colorways of the GEL-VENTURE 6. The release took place at a special pop-up store in London but will see a global release next week.
For those not yet familiar with Story mfg., here’s a brief introduction: the British label was founded in 2013 by husband and wife duo Saeed and Katy Al-Rubeyi, with the goal of creating a more authentic and kind approach to fashion – without compromising on aesthetics or awareness.
For their first sneaker collaboration—following partnerships with Crocs, ROA, and Suicoke—the duo turned to ASICS. The collab features two colorways of the GEL-VENTURE 6: ‘Reddish Brown’ and ‘Vanilla Violet Quartz’. Both sneakers are adorned with a gingham check pattern across the entire silhouette, giving the shoes a nostalgic look.
The sporty silhouette is constructed from breathable mesh and features standout details like vertically woven laces. Tonal midsoles and the iconic ASICS stripes contribute to a cohesive design. Both colorways showcase the logos of ASICS and Story mfg.
The sneakers were released this past weekend during a special (free) event in London, where homemade cookies were served and visitors could even create their own embroidery.
Drop
On April 13, 2025, the sneakers will be available through Story mfg., followed by a global release on April 18. Check the Sneakerjagers news page for updates.
Story mfg. is a British label founded in 2013 by the husband and wife duo Saeed and Katy Al-Rubeyi. The label focuses on clothing to create a more authentic and kind approach to fashion – without compromising on aesthetics or awareness. In the past, the label has collaborated with brands such as ASICS, ROA, Suicoke, and Crocs.
The sneakers were released during a special event in London on the weekend of April 11-12, 2025. They will be available through Story mfg. on April 13, 2025, followed by a global release on April 18. Check the Sneakerjagers news page for updates.
