Amid growing global regulations addressing greenwashing and unverified sustainability claims, Soorty, a prominent vertically integrated denim manufacturer from Pakistan, is enhancing its commitment to circular fashion production through an expanded partnership with Swiss traceability innovator Haelixa. This collaboration aims to empower fashion brands with definitive proof of recycled fiber origins, thereby addressing increasing demands for transparency, due diligence, and accountability in the industry.
This enhanced traceability is integrated into Soorty’s SecondLife® initiative, which focuses on recycled cotton and aims to create measurable impacts ranging from resource efficiency and a reduced environmental footprint to improved supply chain visibility and heightened brand accountability. Soorty employs Haelixa’s DNA markers—non-toxic, invisible liquid tracers—applied directly to post-consumer textile waste prior to mechanical shredding. These markers endure throughout the processes of spinning, dyeing, and garment manufacturing, enabling verification at each stage of production.
“In today’s complex, global textile supply chains, trust depends on proven origin,” says Dr. Gediminas Mikutis, Co-Founder and CTO of Haelixa. “Our partnership with Soorty shows how physical traceability builds confidence in circular claims and meets the rising demand for credible, transparent sourcing.”
With Haelixa’s 100% reliable PCR-based DNA tracking, Soorty can confirm fiber identity even after the material has undergone spinning, dyeing, and garment production, vastly surpassing traditional paper-based certifications.
“Our long-standing partnership with Haelixa continues to advance Soorty’s commitment to circular fashion,” adds Eda Dikmen, Senior Marketing & Communications Manager at Soorty. “By enabling reliable authentication and traceability throughout the lifecycle of the product—from our mills to the final garment, which could be traced at any time—we’re solidifying our claims while also empowering our brand partners to meet their targets with proof. This shared transparency fosters deeper trust and genuinely equips end customers to make informed decisions.”
Additionally, this partnership allows Soorty’s brand partners to feature a “Marked & Traced by Haelixa” label on their products, including a scannable QR code that links to a dedicated landing page. This feature enables brands to detail the product’s sourcing story while giving consumers direct access to verified information about fiber origins, processing stages, and supply chain transparency.
Soorty is also an engaged participant in the Denim Deal—a global initiative that unites brands, manufacturers, recyclers, and policymakers to promote post-consumer recycled cotton as the standard in the denim industry. This initiative aligns with Soorty’s broader goal of fostering systemic change through credible innovation and collaboration. As one of the largest global producers of denim, Soorty exemplifies how ethical labor practices, circularity, and renewable energy can be scaled responsibly without resorting to greenwashing.
By focusing on traceability, trustworthiness, circularity, and measurable impact, the partnership between Soorty and Haelixa provides fashion brands with a transparent pathway forward, redefining the standards of credibility in today’s circular fashion economy.
