Story mfg. and ASICS Invite You to Ramble With the GEL-TRANSCEND FJ
With a campaign featuring farmers, blacksmiths, salarymen and more.
UK-based eco-conscious fashion label Story mfg. is reuniting with ASICS to introduce a textured, earth-minded spin on the trail-inspired GEL-TRANSCEND FJ. Centered around nostalgia and the art of rambling — wandering, taking your time and embracing freedom — the collaboration brings artisanal flair to a beloved gorpcore silhouette.
Arriving in two earthy iterations, “Black/Grey” and a warm “Rich Brown,” the shoe features overlays crafted from recycled synthetic leather layered over Story mfg.’s signature check textile, inspired by vintage hiking blankets. Underfoot, a durable yet featherweight tread provides rugged traction. Tying into ASICS’ Japanese heritage, the accompanying visuals were captured in Japan, documenting real members of the community, from foragers, dancers and farmers to cyclists and salarymen.
Ahead of the general launch, the duo will host exclusive “RAMBLING CLUB” clubhouse takeovers at Story mfg.’s London studio on November 7 and 8, and New York’s Blue In Green on November 10. Sneakerheads can secure early access to pairs and an official club badge by submitting an application alongside a hand-drawn self-portrait.
The Story mfg. x ASICS GEL-TRANSCEND FJ will be available to purchase starting November 11 on the Story mfg. website, followed by a global release at select retailers on November 20.
In other news, ROSALÍA fronted New Balance’s Made in USA 990v7 campaign.
