DENIM COLLECTIONS
SS27
Step into the Soorty SS27 collection of Denim Fabrics and Garments, where heritage meets cutting-edge innovation to shape the future of the market. This season is a tribute to timeless aesthetics and the demand for functional integrity — all delivered through a lens of verifiable sustainability.
Our collection is strategically built around three powerful themes: Nostalgia-Hollywood is deeply inspired from the cinematic powerworld of an era, and how it shaped what we wear as denim today, Momentum-Dynamic for advanced performance, comfort, and durability as denim adapts to our everyday wardrobes, and Beyond-Fantasy for looks that dare to go beyond with dramatic new twills, colors, coatings, unbounding creative exploration and self expression.
This foundation is extended by the launch of AURA, our venture beyond the blues, a new chapter driven by our investment in cutting-edge, next-generation reactive dyeing technology and a focus on limitless color possibilities.
1.NOSTALGIA-HOLLYWOOD
A cinematic love. An appreciation for heritage. Icons doing iconic things in the 40s has shaped how we wear denim today.
This season, our Nostalgia concept evolves into Hollywood Heritage. It celebrates Hollywood’s pivotal role in transforming denim.
Initially a durable staple for the American working class, denim began its shift with its introduction to the East with the dude ranch craze and started being perceived more as leisure wear when American GIs brought their pairs overseas during WWII. The true explosion, however, came in the 1950s. Hollywood stars like James Dean and Marlon Brando popularized denim on screen, cementing its image as cool, defiant, and rebellious through films like Rebel Without a Cause, while rock 'n' roll stars owning the style fueled the fever. Crucially, women like Katherine Hepburn and Marilyn Monroe boldly wore denim when it was considered “unladylike," and their attitude broke conventions, creating a new market. This pioneering spirit blurred lines and embodied what’s cool, inspiring brands to embrace and scale its appeal.
However, Hollywood is not just history; it's living and evolving. Figures like Pharrell and Nigo infuse vintage-inspired denim into Parisian high fashion today, shaping the "modern Hollywood": heavy washes, worn-in looks, a subtle Western flair, and a bold embrace of stiff, heavy denim.
So, Nostalgia is about fabric, fit, finish, and feel – an entire approach to denim that is timeless and iconic.
1. NOSTALGIA-HOLLYWOOD
A cinematic love. An appreciation for heritage. Icons doing iconic things in the 40s has shaped how we wear denim today.
2. MOMENTUM - DYNAMIC
Engineered for performance. Denim as a versatile choice in modern wardrobes, designed for adaptability and forward motion.
This season, Momentum evolves into Dynamic, focusing on denim harnessing energy, functionality, and performance, pushing boundaries with technical innovation.
Dynamic draws inspiration from a sci-fi sensibility—the functional imagery of "Dune" meets the practical needs of everyday adventure. It infuses denim with a sporty edge, creating unique silhouettes with elements like extreme drawcords, padded workwear, and durable constructions.
The concept also intentionally infuses comfort and versatility. Each element and detail is functionally designed for direct comfort, enhancing movement and adding strength where needed. As temperatures rise, silhouettes soften, and structure gives way to natural flow. Colors offer a wash range from super powdery lights and sky blues to deep blacks fading into sophisticated grays, often with sun-faded finishes. The collection features strong performance attributes and engineered function.
3. BEYOND - UPWARDS
Going beyond the ordinary. Made for those who dare to be different.
Beyond - Upwards embraces bold aesthetics, experimental textures, and innovations, pushing denim's design conventions to new dimensions. We explore dramatic textures: from geometric and jacquard weaves to new coatings, playful colors, prints, and unique appliques.
Vibrant energy emerges through unexpected details, drawing heavily from the early 2000s. This era, propelled by the music industry’s street style breakthroughs and reality TV's rise to stardom, redefined denim. While silhouettes evolved into ultra-skinny, low-rise fits famously championed by icons like J.Lo, Britney Spears, and Paris Hilton, the playful Y2K spirit, amplified by magazine culture and posters, brought unusual trims, bold prints, studs, and embellishments, fostering DIY customization and radical self-expression. Figures like Pharrell and brands like Apple Bottom Jeans solidified denim’s place as a street-style cornerstone, pushing boundaries in washes, finishes, and fits.
With Beyond, we celebrate this diverse, conversation-starting side of denim, ideal for statement wear pieces.
3. FLOW - AURA
Going beyond the ordinary. Made for those who dare to be different.
This season, we venture beyond the blue. AURA is a new concept that represents our journey into the non-denim fabrics.
While we continue to celebrate our denim heritage and expertise, AURA marks a new chapter driven by our investment in cutting-edge, next-generation reactive dyeing technology and a focus on limitless color possibilities.
At the heart of AURA are our carefully selected cotton and blended twill fabrics. Through a meticulous process, we prepare them to be a blank canvas, ensuring that every piece is ready to absorb color with vibrancy and consistency.