THE PHILOSOPHY OF DENIM
When designing this new collection, we questioned ourselves:
How you want to live and where do your clothes fall in in this scenario?
Our goal was simple and clear: Let’s rediscover the power of design.
DESIGN AS A TOOL
DESIGN THAT IS MADE TO LAST.
The life cycle of a product begins already when being designed.
As designers of denim and jeans, we approach denim as the ultimate canvas offering countless possibilities. Using design as a tool, we blended responsible innovation with conscious materials in our new collection to truly merge purpose, function, aesthetics, cultures, and economy.
Our fabrics collection has 3 main concepts:
1 EVERYDAY DENIM
THE YIN AND YANG OF OUR WARDROBES
Work. Travel. Play. in your Soorty jeans
A thoughtful blend of comfort, durability and functionality via denim and jeans that are rich in details, crafted with our considered fabrics.
As the perfect canvas for technologies that radically reduce the need for water, chemicals and energy, our core denim collection prevails stories beyond genders, trends and fits.
2 CULTURE OF DENIM
Easy to style and function, denim is the ultimate allrounder. Created with a minimalist and timeless style, this container of staple pieces is built on the idea of doing more with key looks and offering maximum versatility.
The concept has groups of fabric families which speak of the same values:
Simplicity. Authenticity. Functionality. Versatility. Longevity
Longevity (fabrics that are built stronger, to last longer and need to be replaced less often, creating less waste)
Future Vintage (authentic looking denim inspired from the past, made with today’s technology to be the vintage of tomorrow)
3D Texture (a fabric family woven with dobby looms for extra texture and comfort)
Herbal Blue (denim fabrics dyed with natural and biodegradable indigo extracted from the indigofera plant)
3 ART OF DENIM
Our Art of Denim concept approaches denim as an artist approaches his/her canvas: tackling our emotional connection with our wardrobe by emphasizing the power of ownership.
Underneath we have subconcepts - fabric families - that can be grouped as;
Conscious Materials (fabrics woven with a variety of responsible fibers including Recycled Cotton, hemp, Naia and spun-dyed ones like Colored Modal)
Coatings (a responsible, laser friendly fashion story with colors that wash away easily leaving a 3D, white contrast)
Color Theory (Soorty’s smart and responsible over-dyeing technology with ozone which is applicable on different bases and uses 70% less water and steam compared to conventional over dyeing processes)
Cascara (Soorty’s unique dyeing technology designed for purpose for fabrics that reduce the water need and wash off easily with less chemical and time demand)
C2C (Soorty's design system for developing sustainable products based on a circular economy, improving the way we MAKE, USE & RE-USE things)
detailed look at the concepts: