Traceability is the buzz word in the fashion industry today as it grapples to find ways to provide more transparent information on their sustainability efforts to their customers. Most of the large retailers and brands have announced goals to achieve certain standards in the materials and other inputs that they use in their products. However, even with the best of intentions, they cannot be 100% sure of what their supply chain is doing and here comes the role of Traceability solutions. These solutions can provide the lens through which the brands can show their sustainability efforts to their customers with least distortions.

Haelixa , a Swiss company, has developed an innovative technology based on DNA that allows to physically mark, trace and authenticate products. A unique marker is developed to be able to identify a specific brand, supplier, or even production lot. The marker is applied to the product and stays safely embedded in the product during the entire textile processing. The verification test can be done with the final garment or any intermediate product such as yarn. The Haelixa marker is harmless for humans and the environment, GMO-free, vegan, Oekotex 100 compliant, and GOTS certified, yet strong enough to withstand all textile processing such as bleaching or dyeing. It helps to substantiate claims by the supply chain to their brands on the one hand and by brands to the consumers on the other. So for example, being able to prove and substantiate claims that the final garment is indeed made with organic cotton from a specific country or that the garment contains recycled fibre becomes more and more important.

Soorty is one of the most important denim fabric and apparel exporters in Pakistan and is known globally for their high quality products supplied to some of the most reputed brands. Soorty recently tied up with Haelixa to use their technology to mark the recycled fiber used in their fabrics. The idea is for Soorty to enable their customers (brands and retailers) to physically verify their recycled fibers used .

Haelixa has developed a unique DNA marker to be able to identify Soorty’s recycled cotton. The marker is solved in liquid and then applied to textile post-consumer waste before mechanical recycling takes place in the spinning mill in Pakistan. Spot checks are done with the intermediate products as well as tests with the final garment to prove that the product indeed contains the recycled cotton. The test is based on highly scalable PCR technology that is 100% reliable and has forensic validity as per Haelixa. Being able to prove its claims is crucial for Soorty as the company has a strong focus on sustainability, and recycling is a major pillar of its sustainability strategy with a current recycling proportion of around 23%. The new waste segregation system is expected to further improve the recycling proportion by another 10% yearly.

Haelixa will also offer Soorty’s clients the use of its label “Marked & Traced by Haelixa” for garments. So Soorty customers can inform the end consumer about their supply chain transparency efforts using a solid technological traceability solution. The label can be complemented with a QR code linking to a dedicated landing page, where the brands can bring their product story to life and enable customers to access supply chain and product verification data.

Tanja Schlager, VP Marketing at Haelixa , was very confident about industry’s awareness of the traceability solutions .

“We see an increasing demand for traceability coming from brands and manufacturers as greenwashing becomes a major issue in the textile industry. Transparency and reliable data are the two parameters that prevent greenwashing accusations from coming up in the first place. Manufacturers see added value in traceability as it re-assures their customers, creates trust, and provides a competitive edge being able to offer traceable products that minimize the supply chain risks of their customers.”

We thought a topic as important as traceability and how the supply chain is working on it deserved a live webinar where attendees can delve deeper into the same and also get their queries clarified . Do join us for a talk with Mansoor Bilal – VP Marketing Soorty Enterprises and Tanja Schlager – VP Mktg Haelixa and moderated by Sandeep Agarwal from Denimsandjeans .
Do register for the webinar which will happen on 29th March at 1.30pm Central Europe Time . Registration link . You can also pre share your questions or any queries to be taken up during the discussion by emailing Tanja Schlager at t.schlager@haelixa.com

We are all one
We are all different
We are all unique.

We come together,
In our own colors, beliefs, cultures
And traditions
To form the most beautiful place there is.

Our planet, our home.
In harmony.
Together.

#realitycheck: 

Following the pandemic,  the landfill problem did not recover but actually got even worse with people’s careless disposal of masks, gloves, and every other waste. 

Each year the fashion industry produces around 150 billion garments;
30% of this is never sold
84% that is sold, ends up in a landfill. 

Apparel eCommerce is currently worth $360 billion.
On average 40% of clothing sold online is returned due to incorrect fit & size.
This adds up to a $144 billion problem! 

In today’s fashion universe, fitting efficiency becomes more critical than ever before as consumers hesitate to go back to brick & mortar stores following the pandemic and have switched to online shopping instead. While online is an amazing channel to help design the future of our industry, the giant environmental and financial impact it is contributing to cannot be neglected. So many consumers from all around the world buy with the “I can just return if it doesn’t fit/look/feel well” philosophy without thinking about where those returns end up.

Soorty’s Re-Sync concept is born from this consumer insight as part of their ongoing MINUS ZERO WASTE initiative which aims not only to reduce and repurpose waste but go beyond it to pioneer alternative ways of responsible production to reduce the stress on Earth caused by the landfills. Dedicated to offering products that fit perfectly no matter what, Soorty has developed the one size fits all technology, designed to be their step forward towards inclusive fashion with environmental and financial savings.

Re-Sync offers a science-supported, intelligent, and conscious way of using what is limited to create beautiful problems and waste no more. The Re-Sync jeans provide the ultimate support to the wearer, sculpting the body with a 360 stretch comfort, enabling the garments to perform well 2 sizes up and down.

– MADE BY HUMANS, MADE FOR HUMANS
Value-driven, consumer-centric, and inclusive fashion to make clothing comfortable, desirable, and user-friendly.

We only need to look so far as the common people on the street to recognize how diverse we are, and diversity is beautiful. Fashion has the power to glorify bodies and identities — to include them in a narrative of existing, wellbeing, beauty, or sophistication.

Beauty comes in all forms and inclusivity is fundamental to dispelling stereotypes and integrate every single one of us in the society. Acknowledging everybody’s differences and not pretending that every body type is the same is crucial to tap different needs in the jeans market.

Soorty is Re-Syncing to tap the need of inclusivity and diversity as consumers with different body types will feel more at comfort who like the existing trends and actually fitting and feeling good in them.

With the increased accessibility to anything delivered by online shopping, Soorty believes it is time we use engineering knowhow to design & produce clothing that recognizes that what we all have in common is stronger than any difference in our physical appearance.

The one size fits all technology is a consumer-centric approach welcoming differences with elevated efficiency.

For more information on this technology, contact at this email mansoor.bilal@soorty.com and meet them personally at SUSTAINABLE INTERPLAY Event on Nov 23rd .

Do not miss to register for the SUSTAINABLE INTERPLAY event at virtual.denimsandjeans.com/virtual and PRE SCHEDULE your FACE2FACE meetings with the exhibitors.

It can be worn while doing any exercise, cycling, shopping or just relaxing at home. Additionally reflecting tapes on the legs are designed to be visible at night for safety. “Denim Active” contains Coolmax which is eco-made® fiber enabling moisture management and is made from 97% recycled resources such as plastic bottles and is claimed to be light as a feather.

While working out the body temperature increases and Coolmax helps to evaporate sweat which eventually keeps one cool and dry. The 360 degree bi-etch in a light weight fabric allows to make free body movements. It is soft and comfortable yet having a denim look and feel in a specially engineered second skin silhouette.

Denim Active has been awarded at Munich Fabric Start by Key-house (Innovation and Creativity Centre). It contains coolmax eco made fiber which is made from 97% recycled resources such as plastic bottles and ensures moisture management.

You can also watch an exclusive chat at Denim PV, Paris explaining the other innovations by Soorty here.

Contact Soorty Denim here

Please save the dates for the second edition of Denimsandjeans Vietnam to be held on June 7-8 at Gem Center, Ho Chi Minh City , Vietnam . For invitation , please register here.

Blue Blood

“Soorty new fabric collection Blue Blood has a rare phenomenon instead of washing down to regular dull cast it goes from indigo to Greenish Grey cast. This new development has enhanced the diversity and richness of the fabric.”

Twilight

“The twilight is the soft glowing light from the sky when the sun is below the horizon, caused by the refraction and scattering of the sun’s rays from the atmosphere.At the moment there is a vast color spectrum on display. Inspired from that sensation is our twilight collection.”

Lake Blue

“Cast is as calming as sitting by the lake. From the top it looks blue like a lake but if you look deep it will show its green character. On wash down it goes from Indigo to Green Cast.”

Galaxies

“Inspired from a deep dark matter of universe, we give you a shiny new star of Soorty’s color spectrum called Galaxies. A Deep dark black color washed down to grey. Different cast of grey can be achieved with this fabric. Our special bonus feature is there is no yellow tone in the spray area.”

Satins

“Satin has been one of those classic fabrics which are there for centuries. Soorty is also coming up with a customer oriented, well researched and innovative Satin fabrics. We have new colors, compact fabric structures, power stretches with good elasticity and excellent recovery.”

For more information on Soorty AW’ 15/16 collection, Please contact here

The PD team of Soorty further says :

“Our endeavour has always been to bring to market innovations keeping the view the demands of the high fashion minded end consumers . We feel that these creations whet the appetite of the designer brands and retailers that we cater to and give us the thrust to innovate further. Visual treat ,we feel, is one collection which is a step away from the hum drum of regular indigo denims”

Floral Macro Glitter

This fabric has been printed and then coated with special metallic macro glitter.

Gold miner

“Inspired by the gold miners working their way through deep in the mines where some of the gold dust rubs on to their workwear clothes . The Soorty Special Gold ^© coated fabrics will try to replicate the gold miner looks.”

Houndstooth twist

A new twist to the classical houndstooth design

Indigo river dobby

A fabric inspired by yachts on rivers. This abstract print was obtained by complex weave dobby design

Indigo sunset desert

Another, dobby fabric with white dots in sands

Indigo print

Revolutionary printing technique in which printed motifs wash down exactly at same way as indigo dyed fabric.

Jacquard Stretch denim

Jacquard camouflage stretch indigo denim

Lurex Night glitter

A pure party wear. A specially designed fabric which both has a decent glitter on it, with the help of lurex metallic yarn

For more information on VISUAL TREATS , contact Soorty team here .

Soorty (Pakistan) is presenting some novel concepts for the SS’15 season at Denim by PV to be held on 27^th and 28^th Nov at Paris. Here is a teaser of some of these concepts to be launched at this show .

One Dip

Color denim which is sustainable, cost effective, and low MOQ
A very interesting combination of characteristics for color denim. Soorty introduces One DIP color denim concept. It is dipped in different moods of summer and passionate emotions. Garments made with this concepts saves 50% chemical and Water as claimed by the co.

4X4

4x 4 fabrics combine both Lycra fiber and T400 fiber a.k.a. Dual FX yarn in the weft. Soorty has developed different fabrics in order to explore the maximum potential of Dual FX technology

Extreme Sports

The extreme sport is not only about strength, it’s more about the character. The real power is to recover and retain your strengths after exposing yourself to dangers of extreme sports. This fabric collection has extremely high stretch with a great recovery.

University Life

Explaining this concept, their development team says :

“University life is a most important and memorable time your life. This is where your character is made, your lifestyle moulds and friends for life are made. Our collection will also tell a tale for your lifestyle as we don’t want you wash your jeans and forget about any bacteria or fungi growth, as this is antimicrobial. So save detergent cost and water and play your part in preserving the environment.

Dance

Soorty development team describes this concept as:

“Rhythm, poise and expressions are the souls of Dance and also life. All of these combine to put a great show in the act of life. Inspired by this expression we present you our Dance collection. It is a super fine, compact and hairless fabric”.

Coating Kitchen

Having worked  hard on their coating technology , the team confidently asserts:

“This PV we are going to take an edge over completion in terms of Coated fabrics. We have one of the widest range of coating techniques in market. We have realy gone back to drawing board and researched some new recipes and processes. Our coating kitchen is bound to surprise each and everyone. It has tattoos. Denim Art, Gold Miner, Rider, Planets and platter to name few. This should be one of the most anticipated collection launch in PV”.

3 Sixty

The 3Sixty X Fit collection from Soorty is also going to make a debut at PV. More details on the same here.

For more info on these concepts , contact  Soorty  here.

Made from a patented cross-weave technology, Xfit fabrics stretch and  recover in all directions, providing the ultimate in comfort and fit. jeans don’t tug or pull, but move with wearer. From skinny silhouettes to flares and straights, Xfit  fabrics enhance the comfort of any jean. These fabrics are now available in a wide variety of colors, creating new and exciting looks with this revolutionary technology.

X fit fabric is made with  T400  fiber in the wrap and weft  fiber is a bi-component product made from two different polymers which  shrink differently when exposed to heat, forming a permanent coil-like structure. It is this spring-like shape that gives LYCRA T400 fiber the ability to recover over, even after repeated stress.Unlike textured yarns which lose their elasticity over time, fabrics with LYCRA T400 fiber retain their shape due to the inherent crimp of the fiber. The result is jeans that fit consistently the first time and for a long time and enjoys great dimensional stability. The fabric enables stretch at all right places to hold up the body.

Soorty Collection includes the following versions. These  are high stretch fabrics with deep shades with and without topping.  These company mentions that these fabrics will be launched in Modal as well.

• Luxe – a black weft slubby fabric.
• Opulence – deep dark indigo shade. The first fabric developed by Soorty in 3sixty collection.
• Black Diamond – a compact fabric with deep color impact due to topping. 
• Deep Stretch
• Room Stretch – a light fabric with a great drape.

Some images below  from the Soorty collection ..

The collection will be on display at the Soorty booth at Denim by PV.  Contact Soorty here  for appointments.

About this collection, Soorty develoopment team says

“Our magic hat includes Elite, Cowboy, yarn Wedding, with new and exciting colors like chlorophyll, volcano and blue flag denim. But the star of the show is our “Sustainable collection”.

Further details from the development team are given below in their own words :

Cowboy

They are rugged and dipped in the shades of western culture. Deep dark, heavy weight fabrics made for western.

Sustainable Denims

Sustainable is a collection based on recycled cotton and other natural fibers. Soorty is working hard to reduce waste, energy and water to produce a high quality denim fabric which is least harmful to the environment. It is sustainable collection is a testament of Soorty’s commitment to the better world.

Street fighter

They say the language of street is different. You have to cover your self with different identities to guard your real personality. You got to have a cunning persona to survive in rigid and hostile nature of street. you got to have the courage, you should have the rhythm and patience. You have to be a fighter. (Ask about it in PV Paris or email to Soorty for more info).

Candy floss

It is fluffy, soft and comes in different colors. No ones child hood is complete without it. This collection is inspired by those sweet memories. Fabric is soft and keeping the same flavor as conventional denim, different colors have been achieved by overdyeing.

Textures

Textures are in !! This collection has dobbies and different fabric textures .

Yarn wedding

A combination of indigo dyed warp yarn with dyed weft creates amazing contrast with clean and over dyed look. Soorty calls it the “Yarn Wedding”.

Nature’s beauty

It is collection of three new colors from Soorty. Volcano, Chlorophyll and Blue flag denim. Keeping the blue character of indigo color, the character of the fabric is enhanced by adding different color cast to it – to give different hues to the fabric.

Elite

Elite is a fabric which stands out in terms of shine, look and texture. Targeted for the high end segment ..

Cottondex

A collaboration with Cotton Inc. brings out this interesting stretch fabric without elastane!! . So the fabric is 100% cotton but still has properties of stretch.

Soorty at Denim by PV : Booth # H90
Contact by email

Soorty Denim from Pakistan has been working to reduce the environmental impact of denim manufacturing in different ways. When I interacted with their development team, they informed me about the efforts taken at various levels to contribute to sustainbility. Some of these are ennumerated below :

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Eco Fab : Eco fab are the fabrics made from recycled ore and post consumer waste. The waste fabrics and garments are shredded and converted into fibers for being spun as yarns again . Such yarn does not require any dyeing and hence 0% usage of water in dyeing process. The fabric is woven from such yarn and converted into eco-friendly recycled fabrics. This collection would be launched in the Denim by PV at Paris.

Sus Navy : Sus navy is a denim dyeing process for normal yarns which Soorty is using and which their development team claims to save 80% water in the dyeing process. The team is a bit cagey about the same for the moment as it wants to show the results during the denim by PV at Paris.

Garment production: Soorty is also a large manufacturer of denim apparel. The washing processes involve a large consumption of water . Soorty calculates that from 2005 to 2012 , their consumption of water per piece in garment manufacturing has fallen from 24 Gallons to 7.5 Gallons – a fall of about 66%.

Lasers and Ozone : Besides other chemical processes, the company also uses lasers and ozone washing to achieve lower consumptions of water . In apparel where lasers and ozone washing is used, the company claims to have achieved a standard of about 2 litres of water per piece – which is not an easy task.

Contact Soorty for more info on their Eco Sustainability programme

• Brighter was effects than normal indigo
• More clean blue than normal indigo
• Bleach wash does not give a reddish cast
• Always giving a fresh look to the denim garment

This is what they say about this new range

“The significant difference between “Fresh Blue” color and conventional indigo is that the wash down is brighter, blue cast, with no sign of reddish hue on bleach. We’ve kept the brilliance of blue color and complimented it by indigo. At first look, it will look like a typical traditional “Denim fabric”, but on close observation, customer will discover a major difference and will realize that fresh blue is refreshing and more attractive. Fresh Blue is a result of constant passion for research from Soorty, as thorough study of process condition and proper
understanding of techniques can result in amazing innovations and can make an amazing difference in final product…..”

Here are some images from the FRESH BLUE collection

For more details on this collection , contact SOORTY.COM