UNITED STATES – June 7, 2022) – Soorty, one of Pakistan’s largest vertically integrated denim companies, is pleased to announce its newest denim design philosophy based on innovation, Longevity, which emphasizes its commitment to making quality clothing that can last for generations and brings awareness to environmental impacts of fashion production and consumption. This concept will be a part of their upcoming collection, Philosophy of Denim. It consists of responsible denim pieces with the intent to last. These collections are available during Kingpins Amsterdam and at Soorty’s New York creative showroom, SpaceD.

According to a study by the EU science hub, over 80% of all product-related environmental impacts are determined during the design phase. It’s been an inspiring driver for Soorty while developing its new concept. Longevity is an approach to design as a tool of improvement. It’s where fabrics are woven with carefully selected materials and vigorous construction processes to increase product life spans. Their craft focuses on being a canvas for jeans that will last and not be thrown away. Moreover, it aims to evoke a sustainable future where companies and consumers around the world come together to rethink fashion. The Longevity concept aims to decrease one’s impact on fashion’s contribution to textile waste. Not to mention climate change via functional and emotional durability.

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A Cultural Shift is Necessary

“Trends changing constantly, seeing people we follow in new places, wearing their new clothes, trying new tastes on social media all the time. I feel like our obsession with newness is burdening in a sense. So, we asked ourselves, in a culture so obsessed with new, how can we design clothes that lend themselves to longevity in both the physical and psychological realm? Approaching longevity as a mindset and design as a tool was the answer. Inspired by the circular patterns of nature, treasuring the resources we are using to make clothing that will last, be owned, and loved yet can be repurposed when need be.” Says Eda Dikmen, Marketing & Communications Manager at Soorty.

All products have a lifecycle, and Soorty believes both designers and consumers play a critical role in determining that. As producers of denim and jeans, they define their role with design for longevity as a key here. That’s all while continuing to inform, inspire and educate consumers and other stakeholders on the responsible options which can make a product last longer. We can do it by using each resource as efficiently as possible via their communication platform Future Possibilities.

Soorty Focuses on Quality Fabrics

The strength of a fabric is dependent on multiple facets. From the fibers in the yarns to the way they weave them. Not to mention the processes it goes through and the way it’s complete. It is measured with special tests conducted in laboratories where tear (weft and warp) and tensile (weft and warp) strength is measured against an applied force. Soorty has conducted tests to compare its Longevity fabrics with those woven in similar constructions, and similar weights. The tests have shown, implementing the high-quality raw materials and the vigorous processes of production, helped weave fabrics proven to be on average x2 times stronger.


Soorty is a design-centric company and believes in purposeful design. It’s a tool of improvement which allows athe llocation and utilization of correct resources efficiently. Soorty is actively trying to bring good socially & environmentally by simply producing the most responsible denim fabrics and garments they possibly can. Morever, Soorty approaches production as an ongoing process. It considers designing systems and philosophies to bring the positive impact the industry needs.  

As one of the largest vertical denim manufacturers in the world, Soorty knows that production at scale has the power to change things. They are focusing on making the impact on the environment, a positive one. Soorty is truly at the forefront of sustainability, inclusivity, technology, and education in the industry. Soorty is investing in disruptive technologies that drive more sustainable production practices. Moreover, help reduce the natural resource footprint and help deliver a more planet-friendly apparel industry.


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