The pandemic prompted the denim industry to learn how to develop collections virtually, but the insight and connection gained from being close to a key market cannot be beat.
That’s what led vertical denim manufacturer Soorty to open a brand-new showroom in the heart of New York City.
The Pakistani company celebrated the Flatiron District facility’s opening last week, presenting its latest seasonless collection, as well as a trio of new initiatives with Lenzing, Isko and other industry influencers.
Part showroom, part communal space for stakeholders and clients to gather and collaborate, the space houses a “Denim Curiosity” table, a hands-on presentation of all the ingredients used in Soorty’s fabrics in fiber form, as well as a collection of garments that show the results of sustainable processes like its new Zero Stone technology, which consumes 43 percent less water, 18 percent less energy and 19 percent fewer chemicals compared to conventional finishing.
For the opening, Soorty debuted an athleisure range of apparel exclusively made with Lenzing fibers. The line, developed in response to consumers’ pandemic shift to versatile activewear, includes button-down shirts, crop top and legging sets, pull-on wide-leg jeans, a yoga mat carrier and more, each made with blends of Tencel, Refibra and EcoVero.
Alongside its fourth seasonless collection of fabrics that include a variety of recycled cotton, hemp and Cradle-to-Cradle options, Soorty presented its first line of Isko Future Face by Soorty products. 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 authentic denim properties.
The showroom is also home to three capsule collections by industry tastemakers: Solomon Russell, founder of Left Hand Twill; Miko Underwood, the founder of Oak & Acorn – Only for the Rebelles; and Ani Wells, founder of Simply Suzette. Each collaborator worked with Soorty to concept, design and produce a line of garments. Though the partnerships were initiated prior to the pandemic, they worked with the mill via video conferencing and emails for most of the project.
Underwood’s line centered on her brand’s popular jumpsuits, ’90s-inspired fits and a brand-new unisex belted jacket. Russell reimagined vintage pieces in Soorty’s sustainable fabrics. Each garment—spanning a corduroy trimmed jacket to a roomy cottagecore-like dress was named after someone personal to him and included a label with a poetic description.
Wells sourced planetary inspiration for her collection based on wardrobe essentials. Each style embodied characteristics of the solar system. For example, the long bootcut jean was based on the moon’s gravitational pull with a marbled fade inspired by its craters. QR codes on the garment’s tags connected to a “diary” that highlighted all of the individuals involved in the garment’s production.