Soorty’s new denim collection highlights the value of design and emphasizes Soorty’s commitment to making quality clothing.

Soorty, one of Pakistan’s largest vertically integrated denim companies, launched this collection in partnership with Lycra, Lenzing, Marmara Hemp and Jeanologia.

The capsule collection brings fiber innovation and bright laundry together and utilizes fabrics woven with the conscious fibers from Lycra, Lenzing, Marmara Hemp as well as recycled cotton that is produced in Soorty’s state-of-the-art recycling facility. The laundry and finishing was conducted by Jeanologia technologies such as G2 Dynamic and Laser. Focused on small-scale, and to-the-point production, the collection highlights that the route to circularity and sustainability is made possible when working collectively and producing responsibly.

Jeanologia provided the technologies, innovations and machineries that helped process both the fabric produced and the garments sewn together. Two sets of the collection were produced, with one finished by Soorty in Pakistan which owns a laundry set up that ensures lowered impact and responsible innovation while the other set was finished by Jeanologia. The impact of each piece was measured to ensure that each garment of the collection secures environmental and social safety. To tie in the main goal of transparently communicating sustainability, the supply chain partners attached labels to each garment where consumers can review not only what goes into making them but also how they were treated.