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How Soorty and Collaborators Design for Circularity

The Lycra Company, Lenzing, Jeanologia and Marmara Hemp are among the partners to contribute to Soorty’s new fabric collection.

Called “Design for Circularity,” the eight-piece capsule collection brings fiber innovation and smart laundry together and highlights Soorty’s “commitment to making quality clothing while bringing awareness to environmental as well as social impacts of fashion production and consumption,” the vertically integrated denim company stated. 

The collection soft launched in January at Soorty’s open house event in New York City. There, representatives from each company discussed why partners must share values and goals.

The capsule utilizes fabrics woven with conscious fibers from The Lycra Company, Lenzing and Marmara Hemp, the producer of the the first cottonized hemp to receive official sustainability certification by the OCACIA organization. It also includes virgin cotton and recycled cotton produced in Soorty’s recycling facility in Pakistan.  

The eight fabrics’ different compositions and constructions have “completely different attributes, performances, wear and hand feels than one another,” Soorty stated.

Eda Dikmen, Soorty marketing and communications manager, said the collection demonstrates how new technologies and sustainable alternatives make it possible to redesign products responsibly.  

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“Our design ambitions are limited only by imagination, making creativity the most important part of the equation,” she said. “Design thinking allows us to explore new ways of creating sustainable, resilient, long-lasting value as we redesign old products or even systems. When it comes to denim and jeans, making clothes that people love to wear, own a long time and feel good as they look good is an extensive part of circularity.”

Two sets of the collection were produced. Soorty finished one in Pakistan at its own laundry with low impact machinery. Jeanologia finished the second set in its new Miami hub. The Spanish tech firm used its G2 Dynamic and laser technologies to achieve the fabrics’ vintage appearance. The impact was measured to ensure that each resulting garment is environmentally and socially responsible.

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.

“We can only do much by ourselves,” said Tuncay Kılıçkan, head of global business development, denim, Lenzing. “Things need to be scalable to make an impact and that requires being collective. If changes stay too niche, they just stay there and die over time. But when we work together, we can change things in a better way.”