Soorty, a Pakistan’s large vertically integrated denim and jeans manufacturer, has partnered with Solomon Russel, founder of the Left Hand Twill (LHT) US denim brand, to develop the Own Your Denim Collection capsule and inspire more environmentally conscious approaches to fashion. Soorty's choice to collaborate with LHT was done as they share similar visions to change consumption models.
LHT began as a vintage buying and selling company and has grown to become a brand itself. LHT’s objective has always been to sensitize to follow more responsible consumption behaviors and to reduce the pounds of textiles that are placed in landfills every year by helping consumers find the perfect pair of jeans while expanding their knowledge on denim.
Photo: Soorty-Left Hand Twill
Own Your Denim Collection jacket
The new Own Your Denim Collection capsule presents ten selected pieces from Solomon Russel’s archive, updated by using only responsible denim fabrics woven with sustainable fibers obtained through smart technologies. The patterns it uses were prepared to recreate what was once vintage, geared for the modern wearer, and each piece is completed with a written piece of poetry originally dedicated to people who are special to Russel.
Photo: Soorty-Left Hand Twill
A piece of poetry by Solomon Russel completing a shirt of Own Your Denim Collection
The aim of the project is to add value to the collection underlying the importance for consumers of owning clothes and make them aware that behind each piece of clothing there is great effort and value.
Soorty used its capabilities to design laundry processes that use less resources while making the best use of them. Russel and Soorty worked very closely during this process in order to offer responsible denim pieces while paying attention to each product’s single detail and making sure their fits and silhouettes are size and body inclusive.
Photo: Soorty-Left Hand Twill
Own Your Denim Collection jacket
In addition to the physical pieces, Soorty involved its 3D Evolution Studio that prepared a digital version of each piece of the capsule collection. The team involved in this project brought together the digital garments into two clips inspired by the popular movies and the cinema movement of the ’70s. After the “golden age of Hollywood” ended in the early ’60s, a new wave of cinema came up which gave power to a younger group of directors and actors who wanted to reflect the changing culture of the time being inspired, among others, by the days of disco music, a reflection of urban reality the ’70s among various themes.
Photo: Soorty-Left Hand Twill
A digital image of the Soorty-Left Hand Twill collaboration, Own Your Denim Collection
“Own Your Denim is about understanding our clothes’ real value - the effort, the labor and resource behind every single one of them,” commented Eda Dikmen, Marketing & Communications Manager, Soorty. “For this collaboration with Solomon we’ve started a journey to his archives, got to learn about denim pieces with a history, recreated them using only the most socially and environmentally responsible options and prepared a branding that literally attaches sentiments to garments,” continues Dikmen and explainins that the aim of the project was to create products that can’t be thrown away once one has done with them, but could pass them on to someone else who will love them for years to come, plus they created what they consider the world’s first digital vintage collection.
Insiders and creatives can see the new capsule collection at Soorty’s new creative room in Flatiron, NYC, SpaceD.
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