Two Global Powerhouses Joining Forces
Amidst the global pandemic, back in June, ISKO and Soorty announced that they have opted for cooperation over competition. This was welcomed with surprised and enthusiasm in the industry as it is a first – a new way of working and doing business in the industry. These two global denim powerhouses have now launched their first collaboration collection, ISKO Future Face™ by Soorty.
The Innovative Technology
The collection is created using ISKO’s innovative and patented Future Face™ technology, which the collaboration allows Soorty to produce for the US market. It is a woven fabric that looks like a knit, redefining denim for the modern era – looking just like authentic denim, but lending the comfort and feeling of a jersey knit. Combining a soft, silky finish with comfort, enhanced shape retention and a flattering drape, while maintaining all the properties of true denim.
ISKO Future Face™ by Soorty is washed using the most responsible laundry techniques that avoid the use of stones, PPE or hazardous chemicals while reducing the water, energy and resource need, a collection that will help consumers to take care of the planet while staying stylish and comfortable.
The Age of Comfortable Clothing
As there’s a lot changed after isolation after a year and a half due the pandemic, clothing is yet another reminder of this unintended yet undeniable transformation. Designing a life between masks, remote working, going out and meeting with nature whenever possible has brought back the sense of wellbeing to city lives. While defining a new normal, there shouldn’t be a choice between city life and comfort, and both can be mutually inclusive.
This is the age of a global awakening, abandoning the norm and embracing change which is necessary for a transition towards a brighter future for the industry.
Focus On A Change For The Better
Being truly at the forefront of sustainability, inclusivity, technology and education, Soorty and ISKO are always evolving and launching different initiatives that focus on a change for the better for the industry. Examples include Soorty’s approaching ‘Denim As A Power Of Good’ with a continuous investment on latest technology smart machinery and innovations that use less of what is limited and make more of it as well numerous CSR projects they conduct focusing on equality and welfare of all, creating an inclusive workplace, creating a transparent education platform, introducing the one size fits all, adaptive denim technology with genderless and unisex fabrics to open room for inclusivity, diversity and responsibility .
The Promotion Campaign
For the ISKO Future Face™ by Soorty campaign, no editing or photoshop was used on the imagery of the models. This is the brands’ next step on the inclusivity movement, accepting different bodies, embracing everyone, and staying true to oneself without falling for the image that society portrays.
Significant New Business Opportunities
The collaboration between the two powerhouses combines ISKO’s renowned expertise in creating best-in-class, patented technologies with Soorty’s extensive vertical production network, which will be utilized to produce the collections; it also taps into a true passion for fashion solutions that never sacrifice looking good while upping their responsibility and sustainability game. This unique collaboration opens the door to significant, new business opportunities for both companies and will enable them to meet customers’ needs on a greater scale.
Through this partnership, Soorty and ISKO have developed a business model that is a first in the industry with the potential to change working practices for the better and unlock value for the entire market through the scaling of responsible innovations. The two players are driven by a shared approach that prioritizes synergy, cross-fertilization, and a quest for constant improvement.
Soorty, Pakistan’s largest vertically integrated denim company, is committed to a vision of a clean, green and fair future for all, which is a perfect alignment for this partnership.
Soorty About The Collaboration
“ISKO Future Face™ by Soorty is a truly game changing offer that can be used to create an endless array of products, all of which are in high demand in both the pandemic and post-pandemic world. We’re hugely excited by the possibilities this opens up for the market”, said Asad Soorty, Director of Soorty Enterprises.