Soorty, a leading vertically integrated denim manufacturer, is proud to announce its pivotal role in the rebranding and evolution of the Denim Deal as it transitions into Denim Deal 2.0. This new phase, driven by industry players committed to circularity, marks a significant step toward reducing textile waste and promoting sustainable denim production on a global scale.
Soorty has contributed its design expertise to create a fresh visual identity for Denim Deal 2.0. The creative team worked closely with the Denim Deal team to develop a new logo and dynamic color palette that captures the essence of this global movement. The rebranding was officially unveiled at the Munich Fabric Start exhibition (September 3-4, 2024), within the Bluezone, a dedicated area for denim innovation.
Originally launched in 2020 as a Dutch initiative with government support, the Denim Deal focused on increasing the use of recycled cotton from post-consumer waste. After the support ended in 2023, the Denim Deal was reborn as Denim Deal 2.0, powered by industry leaders like Soorty who are committed to the principles of circularity and sustainability.
Soorty’s involvement extends beyond design. As a pioneer in sustainable denim production, Soorty remains at the forefront of circularity efforts through its innovative brand, Second Life™, which transforms pre- and post-consumer waste into high-quality, recycled denim products. This initiative aligns with Soorty’s broader vision of minimizing waste and repurposing resources like water and energy.
The Denim Deal 2.0 brings together different layers of the supply chain, from recyclers to designers, to share knowledge and close the loop in denim production, contributing to a circular economy. As the Denim Deal 2.0 launches with its bold new look, Soorty is excited to be part of this transformative journey and looks forward to inspiring even greater collaboration and momentum within the industry.