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Denim design thinking

Collection combines fibre innovations and advanced laundry and finishing technologies.

10th February 2023

Innovation in Textiles
 |  New York

Clothing/​Footwear, Sustainable

Design for Circularity is the latest capsule collection of eight responsible denim pieces being launched by Soorty, one of Pakistan’s largest vertically integrated denim companies.

The collection was previewed during January at the Kingpins exhibition and at Soorty’s own showroom event in New York. It was developed in collaboration with The Lycra Company, Lenzing, Marmara Hemp and Jeanologia and emphasises a commitment to making quality clothing while raising awareness of the environmental and social impact of fashion production and consumption.

“Now is a great time to redesign everything, driven by a new, responsible mindset and using new tools such as artificial intelligence, the internet of things and biomimicry,” says Eda Dikmen, marketing and communications manager at Soorty “Design thinking allows us to explore new ways of creating sustainable, resilient, long-lasting value as we rethink old products or even systems. When it comes to denim and jeans, making clothes that people will own a long time is an extensive part of circularity.

© Soorty

The collection brings together fibre innovations, including recycled cotton produced in the company’s latest recycling facility, and laundry and finishing conducted by Jeanologia at its new hub in Miami.

To tie in with the main goal of transparent communication, the supply chain partners attached labels to each garment enabling consumers to review not only what goes into making them but also how they were treated.

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