Responsible Innovation for A Better Tomorrow: Soorty Hosts Open House at Creative Room SpaceD Showroom in NYC


Soorty, one of Pakistan’s largest vertically integrated denim companies, is hosting an open house event, “Responsible Innovation for A Better Tomorrow,” at SpaceD – their creative showroom in New York on July 18th and 19th. Soorty has joined forces with some great names like C2C, Lenzing, The Lycra Company, Tonello, Garmon, Halexia, Terra Dyes and Von Dutch and more to celebrate a collective movement by bringing the pioneering & game changing supply chain players of the denim industry together. Driven by their motto DENIM AS A POWER OF GOOD, Soorty believes a change for the better is only possible if the denim value chain works in partnership to bring awareness to consumers and industry leaders of their options; meaning education and transparent communication become main pillars of the conversation.

To kick off the open house, Soorty and their partners will host a series of programs and workshops over the course of the two days to highlight the latest conscious technologies. Various small engagements will take place on Monday including a roundtable chat to discuss partnerships and the SDGs moderated by Ebru Debbağ, Executive Director of Sales & Marketing at Soorty Enterprises, and participation of Alice Tonello, Marketing and R&D Director at Tonello, Ebru Özaydın, Strategic Marketing Director in Denim in The LYCRA Company, and Tricia Carey, Director of Global Business Development Denim and Americas in Lenzing Group, and on Tuesday a presentation by Haelixa to share how their technology enables tracing and authenticating fibers, continued with a tea ceremony with Terra Dyes as they explain using nature’s edible gifts being used for their natural dyes.

Guests will have the chance to see collections utilizing these new responsible technologies, meet the partners and hear about the new initiatives. The 2 special days will be dedicated to Soorty’s partners and the projects they’ve designed together and are all offering different technologies and assets to achieve a common goal. Live chats will commence on the values of partnerships, the changes that have been embraced following the pandemic, and how they have reflected to new realities including the clothes being worn and produced.

Soorty’s platform of transparent information, Future Possibilities, will also be presented, as a very simple and user-friendly lay out of what goes into conscious denim options. Soorty Organic Cotton Initiative (SOCI) will be displayed through the different stages of cotton from seed to flower to yarn, showcasing the different attributes of the project in addition to a photography exhibition. With the Less Is More collection Soorty & Von Dutch will showcase a collection of 10 pairs of jeans and jackets, all produced using the same fabric and different laundries proving that denim is the most versatile fabric when extensive laundry capabilities are utilized right.

Lycra is presenting a capsule collection called Denim in Motion which utilizes stretch and comfort fiber and fabric technology which adapts our lives enhancing comfort & movement. In partnership with Lenzing, one of the largest man-made fiber producers globally, Soorty will present Elevated Essentials, a capsule collection made with sustainable materials and processed at Soorty’s Innovation Lab NASDA in Çorlu, Turkey, where they develop new washes for circular business models with sustainable laundry.

Tonello and Soorty will present a data-driven collection that which compares conventional laundry vs with smart and responsible innovation technologies they offer, sharing details on production and laundry consumption transparently, with data and scores per garments.

SpaceD is a collaborative and purpose-driven hub that aims to bring collective action, a passion for denim, creativity and innovation together. With the creative room at a very central location in Flatiron NYC, Soorty and their partners continue to welcome guests and customers to review the recent innovations and developments serving the US market, as well as providing services such as sharing the latest on forecasting trends and demands of the industry along with designing tailor-made capsule collections. Soorty’s SpaceD serves as a meeting location for brands and conscious individuals to actively meet new, innovative, game changing creatives, and to build valuable collaborations and partnerships for the future. These brands aim to accelerate progress towards a sustainable denim sector, in which denim clothing and fabrics are used smartly and economically, and waste and pollution are kept to a minimum.

Soorty is committed to sustainable garment production at scale for denim garments while respecting our planet by using its resources smartly. Soorty defines themselves as engineers at heart with a need to be restorative by design. Innovation is radical responsibility, and they are crafting the future with this consciousness, step by step, every single day. Signing this deal is a very solid step in reaching sustainability goals.

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