WHAT IS DEADSTOCK?

We often often get the question - what is deadstock?

Here's the answer:

Textile mills and garment factories typically have a large amount of leftover fabric, known as deadstock fabric. These are rolls of fabric that originally were destined for something entirely different, but never made it that far. Maybe the dye turned out to be the wrong shade, or maybe the design got discontinued. Whatever the reason, the materials were left to gather dust or were destroyed at the landfill. 

The story could end at the landfill, but it doesn't. Instead we rescue the materials from their dreary destiny and give them a secound chance. 

This is why we call ourselves A New Story: 

We take leftover materials that would otherwise have been thrown away and give them a new purpose, a new design - and a new story to tell. 

We are passionate about sustainability and believe that throwing out beautiful, high-quality fabrics, leather and yarn is a meaningless waste of resources. 

Bringing them back to life and rewriting their stories on the other hand make all the sense in the world. 

This is the beginning of A New Story 

- let's tell it together