The Seasonless Approach By Soorty
This season Soorty decided to launch their first Seasonless collection. The change realized as a self disruption for the brand as learnings from the climate change and the current global Covid19 situation. Going seasonless in the current fashion calendar is a reform to revise what the outdated traditions bring. It needs to be designed and curated with real people in mind, fluid, timeless, adjustable, and on time.
For decades, the seasonal calendar has served the industry well. With climate emergency becoming a reality, the weather changing from blistering heat to heavy rain in a matter of hours, do we need seasons in fashion as we used to? With the digital age and ease of access to products from different countries, continents, and climates, can we enforce a certain season to all customers?
Seasonless For A Better Tomorrow
Going seasonless also has environmental positive impacts. The current overconsumption is killing our planet.
More than 30% of clothing ever produced doesn’t hit the retail floor (Ellen MacArthur Foundation), and 30% of clothes in European wardrobes have not been used for at least a year. Once overstock and old clothing is discarded, +50% of the garments are not recycled, but end up in mixed household waste and are subsequently sent to incinerators or landfill (European Parliamentary Research Service).
All this data has driven Soorty to make a change, and they’ve decided it is time for them to go Seasonless for a better tomorrow.
Clear Line Between Seasons
With fashion weeks losing influence, the clear line between seasons blurring and climate-changing more frequently than ever before, our needs to do so too.
It is time to focus on what is necessary and take meaningful action where we, the fashion community, disrupt ourselves to use this moment and the hard experiences we have been having to overhaul the existing system.
Denim As A Power Of Good
Soorty sees ‘Denim as a power of good’ and is determined to keep their impact positive with the choices they make. Going seasonless is a part of this journey – they see the seasonal calendar an outdated model and defined themselves as an opportunity of caring more, by actually producing less.
Designing The Future Past
Soorty’s Seasonless collection is built on a smart definition of best sellers and versatile, timeless pieces that will serve well for years to come. This means a denim heritage translated into modern, unique, classic designs to create a wardrobe of looks of core pieces that can be worn in multiple ways, across the seasons.
Soorty is focussing on longevity, adaptability, and intelligence of denim. For them the seasonless collection has been about preparing trans-seasonal, effortless, mix and match styles at the forefront as layering becomes nouveau, as climate change has become a visible part of our daily lives.
Another point of this line is that the products crafted are made to last, not to throw away. All the pieces from the collection are designed for the way we live and are true staples. They’re easy to match with different layers, colors, constructions and to build an all-year-round wardrobe.