Story mfg. and ASICS work together again on the GEL-TRANSCEND FJ, presented in London on 5 November. The sneaker goes on sale at storymfg.com on 11 November, followed by a global release on ASICS.com and at selected retailers on 20 November. It comes in two colourways, black and grey, and rich brown, and launches with the Rambling Club, a pop-up community with dates in London and New York.
The idea of rambling
The collaboration is built around the word rambling: walking without a fixed destination, talking a little too much, or growing in unexpected directions. The two brands use it to describe a way of moving through the world on your own terms, following curiosity and enjoying the things you love doing.
What's in the Story mfg. x ASICS GEL-TRANSCEND FJ
The model comes from ASICS' hiking and walking archive of the 1990s. On this version, rugged synthetic leather overlays sit next to Story mfg.'s signature check, taken from vintage hiking blankets. The outsole has a jagged tread borrowed from the GEL-FujiTrabuco 7 trail shoe, designed for grip, durability and lightweight cushioning.
"The sole is incredible: an aggressive but lightweight tread. It's so supple and grippy that the blacksmith we photographed reckons he can sharpen 20% faster in them, and asked to keep a pair for work", said Story mfg. founder Saeed Al-Rubeyi.
The campaign
The campaign looks to ASICS' Japanese heritage and brings together a forager, a blacksmith, dancers, farmers and cyclists. Each of them stands for a different kind of rambling, through movement, craft or a close relationship with nature, and all are photographed in their own surroundings. The approach continues the interest the two brands share in documenting people and what they are passionate about.
The Rambling Club in London and New York
Alongside the shoe, Story mfg. and ASICS start the Rambling Club, described as a community for people who like to walk a little, talk too much and follow their own path. It opens at Story mfg.'s London studio on Saturday 7 and Sunday 8 November, and moves to Blue In Green in New York on Tuesday 10 November.
To join, people fill in an application form and send a hand-drawn self-portrait. Accepted members receive a club badge and can buy the shoe before the wider release. The brands call it a made-up club that is taken very seriously.
Story mfg. and ASICS, the second sneaker
Story mfg. was founded in the UK in 2013 by Saeed and Katy Al-Rubeyi and is known for natural dyes, organic materials and slow, careful production. Its first sneaker, made with ASICS, was a gingham GEL-VENTURE 6 with woven-style lacing inspired by the skaters Saeed Al-Rubeyi watched as a teenager in Baghdad. The new model moves the partnership from trail running to hiking and walking, while keeping the check pattern at its centre.
Where to buy the Story mfg. x ASICS GEL-TRANSCEND FJ
The shoe is released first on the Story mfg. website and, nine days later, worldwide on ASICS.com and at selected retailers. Rambling Club members can buy it before both dates.
Release date: 11 November 2026 (storymfg.com); 20 November 2026 (ASICS.com and selected retailers)
Colorway: "Black/Grey", "Rich Brown"
Where to buy: Story mfg., ASICS, selected retailers
Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.
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