Pakistan's largest vertically integrated denim manufacturer, Soorty and Austrian viscose manufacturer, Lenzing, has joined forces to launch Reload in Blue, a collection of elevated loungewear styles that make soft denim acceptable for the house and beyond. The collection also includes Zoom-appropriate athleisure ensembles and sleepwear alternatives made of denim.

The collection combines the firms' commitment to reducing their environmental imprint and features Lenzing's environmentally friendly and biodegradable fibers, as well as Soorty's vertically integrated infrastructure's LEED-certified production procedures.

Eda Dikmen, Soorty Enterprises marketing and communications manager, said that collective action and collaborative effort [are] what they need to promote positive change. Reload in Blue was designed, dreamed, and produced to be a welcome collection, and this was represented in every detail of the collection.

Fabrics are made from Tencel lyocell, a certified fiber produced from sustainably sourced wood using closed-loop and environmentally responsible procedures. With its fiber identification technology, Lenzing provides physical identification for every Tencel branded fiber, ensuring brands and consumers that the raw materials it uses come from reputable sources.

The collection, which was designed in New York and manufactured in Karachi, Pakistan, is now on display in Soorty's newly opened SpaceD showroom in New York's Flatiron District. The space serves as a meeting place for brands and environmentally conscious individuals to connect and accelerate progress toward a more sustainable denim industry.

Dikmen added that Soorty understands that only by cooperating with people with whom they share values—only by truly understanding each other's problems and advantages and assisting where needed—can they change their supply chain into a value chain

Reload in Blue, capitalizing on the zeitgeist, embodies the expectations of a post-Covid culture that seeks both comfort and practicality without sacrificing style. Workers are looking for styles that tick both boxes, whether they are heading into the workplace or staying at home. Retail analytics firm Edited recommended merchants in a September research to fill their stores with men's workplace items that appeal to a variety of employees, including hybrid workers, energetic commuters, and those wanting conventional styles. For retailers, this meant ditching chinos and suit pants in favor of bottoms with elasticated features and loungewear-inspired accents like tightened ankles and drawstring waists.

Tricia Carey, director of global business development at Lenzing, said that globally, they have been experiencing such difficult times. Reload in Blue embodies the current mentality in which we need to refuel our lives with goodwill. The clothing choices we made reflect the feelings we had from within. Denim's rich emotion links to live’s best memories, which Reload in Blue brings together.