Soorty, Pakistan's largest vertically integrated denim business, has launched Own Your Denim Collection, in collaboration with Solomon Russel, Founder of Left Hand Twill, a firm formed on a goal to ethically improve fashion consumption paradigm in America.
Left Hand Twill began as a vintage buying and selling a business and has since evolved into its own brand. LHT's goal is to limit the number of textiles that end up in landfills each year by delivering a carefully curated selection of vintage denim and denim accessories. LHT is committed to assisting customers in finding the perfect pair of jeans while also educating them about the vast world of denim.
LHT and Soorty collaborated as environmentally conscious firms to demonstrate the possibility of worn clothing as an alternative to fashion items that are sadly considered as throwaway after only a few wears. The solution is to educate and reach out to communities that are the primary purchasers in order to provide a more accessible and responsible option.
The capsule is a reimagining of ten items from Solomon Russel's history, updated with only the most environmentally friendly denim materials made with sustainable fibers and smart technologies. The patterns were created to re-create what was formerly vintage, yet in a way that is appropriate for today's wearer. Each item is accompanied by a beautifully crafted poem, which was initially addressed to persons close to Solomon.
This gives value to the existence of the collection by allowing individuals to own their clothes and recognize the amount of labor and worth put into each piece in the collection. Soorty put their skills to work to create washing methods that utilize less of each finite resource while making the most of it. Every single item is made from responsibly sourced denim. Throughout the process, Solomon and Soorty collaborated closely, paying special attention to every detail. The designers made sure that the fit and silhouettes were suitable for people of all sizes and shapes.
Soorty used their 3D Evolution Studio, where their extremely gifted professionals are constantly pushing the boundaries of digital design, to create digital pieces for each of the outfits in the capsule collection, in addition to the physical pieces. As a result, the first-ever digital vintage collection was created specifically for this capsule. The team has combined the digital garments into two clips inspired by 1970s major pictures and cinema movements.
After the "golden age of Hollywood" ended in the early 1960s, a new wave of filmmaking emerged, empowering a younger, more unpredictable generation of directors and actors who weren't afraid to express the changing culture of the moment on the big screen. The 70s inspired transitional effects where each clothing is introduced with an iconic yellow title like a prominent character/actor, inspired by the days of disco and reflection of urban reality: raw, rejuvenated, and unfiltered. This represents Solomon's contribution to the conversation regarding clothing and its relevance to American society through his works. As a result of the rise of technology and its impact on customer behavior, the fashion industry is undergoing significant changes.
Through social networking apps, retail stores, and augmented realities, technology is transforming the way people shop. In an overly catered fashion industry, creating a new and unique experience can help businesses stand out. On average, the production of digital clothing saves 3300 liters of water for each item, enough for one person to drink 2 liters of water per day for 3.5 years. In addition, compared to the manufacture of a physical garment, the process emits 97% less CO2.
Eda Dikmen, Marketing & Communications Manager, Soorty, said that OWN YOUR DENIM is about appreciating the real value of our clothes - the time, effort, and resources that go into each and every one of them. Attaching to their garments and generating genuine relationships that will enhance the life of the goods. This is why working with Solomon on this collection was such a joy for their entire team on so many levels - they started with a journey to his archives, learned about denim pieces with a history, recreated them using only the most socially and environmentally responsible options available, made sure everything is inclusive so they can all own them, and created a branding system that literally attaches sentiments to garments.
Dikmen added that the end result is something lovely, made by us, for us... So you can't just throw it away when you're done with it (if you ever are). All one can do is gently hand it on to someone who will cherish it for years to come. That is, after all, the goal. They've challenged themselves to go one step further and produce the world's first digital vintage collection as a pioneer of digital fashion in the denim business. He is overjoyed to see how everything came together.
Guests and customers are invited to see the capsule collection at Soorty's new creative space in Flatiron, SpaceD. Soorty's SpaceD acts as a gathering place for brands and conscientious individuals to meet new inventive, game-changing creatives and form significant future collaborations and partnerships. These companies want to speed up the transition to a more sustainable denim industry, one in which denim garments and materials are utilized wisely and cheaply, with minimal waste and pollution.
Soorty is committed to large-scale sustainable denim garment manufacture while respecting our world by judiciously utilizing its resources. Soorty considers themselves to be engineers first and foremost, with a desire to be restorative in nature. They are constructing the future with this consciousness, step by step, every day. Innovation is radical responsibility. Collaborating on this capsule collection with LHT and Solomon is a huge step toward achieving environmental goals and keeping up with the times.
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