Called “Isko Future Face by Soorty,” the collection combines the expertise from both companies, using weaving technology from Turkish denim mill Isko and production methods from Pakistan-based vertically integrated manufacturer Soorty. The collection uses Isko’s patented woven fabric that looks like a soft, silky knit and features shape retention elements and a flattering drape, all while maintaining the properties of authentic denim.
The collaboration is specifically intended for the U.S. market and aligns with the comfort-first movement accelerated by the Covid-19 pandemic.
“Isko Future Face by Soorty is a truly game-changing offer that can be used to create an endless array of products, all of which are in high demand in both the pandemic and post-pandemic world,” said Asad Soorty, director of Soorty Enterprises. “We’re hugely excited by the possibilities this opens up for the market.”
Global trends also influenced the collection’s marketing efforts. The range’s accompanying campaign features unedited images of models to highlight the growing body positivity movement, and encourages what the companies call a post-pandemic “reconnection moment.”
Though technically considered competitors, the partnership signals a change in the way fashion views its so-called rivals. Isko’s and Soorty’s intention was not just to create a high-quality product, but also to invent a new way of doing business that put the product and the environment above all else. By combining their expertise, the product is able to achieve sustainability and quality standards that it may not have otherwise.
No stranger to forming partnerships that benefit both parties, Isko has recently partnered with Institut Français de la Mode (IFM) and Kering on a 10-week sustainable fashion course for students and announced a licensing agreement for Hong Kong Research Institute of Textiles and Apparel’s (HKRITA) award-winning Green Machine to further recycling efforts.
“We have always aimed at pioneering new models and innovations for the industry, like patenting textile technologies and building an actual denim ingredient brand,” said Marco Lucietti, Isko director of strategic projects. “We are now proud to be the ones to initiate this kind of new collaboration together with Soorty.”