“If there’s one message we’d want the season to carry, it’s that sustainability shouldn’t be treated as a separate story from performance or aesthetics,” said Eda Dikmen, Soorty’s general manager of marketing, communications and branding. “Innovation only matters when it has a clear benefit at every price point, not just the top of the market. This collection gave us the room to prove that across three very different directions—authenticity, functionality and fashion—that denim is for everyone and every occasion.”

Scaling sustainable fibers across the collection is a significant development for the Pakistani mill. Linen runs across multiple concepts rather than sitting in one category. The same goes for Second Life, Soorty’s traceable, denim-to-denim recycled cotton solution.

The vertically integrated mill applies these sustainable fibers to a new non-denim line. Dikmen said the collection is “built substantially around linen” and offers clients “lightweight, raw and natural constructions” that sit alongside denim. “It reflects a genuinely new direction for us in terms of both product and customer conversation,” she said.

However, denim remains Soorty’s core and the focus of its collaborations with supply chain partners like Lenzing, The Lycra Company, Jeanologia and Tonello. “None of this happens in isolation, of course; Soorty is collaborative by nature,” Dikmen said.

New fabrics include Superior100, which combines traceable SOCI organic cotton, Tencel Lyocell – HV100 and refined linen through advanced spinning processes.

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