This blog post and Denimhunters video production is sponsored by Soorty.

Recreating Denim Fades the Sustainable Way (Episode 1)

The thing that got me hooked on denim was the fact that it fades. To this day, it’s my favourite thing about denim; I love keeping track of how the indigo is slowly chipped away from the fabric. That’s why I only wear raw denim.

But the history of denim and jeans is another aspect of the blue world that has always fascinated me. And a big part of that history is pre-washing.

During Bluezone back in September, Soorty offered me and my buddy Wouter Munnich a chance to go behind the scenes and see how it’s done; to retrace how it began in the 1960s when those early pioneers of pre-washing began to purposely make the jeans they sold look old and worn.

Today, only a fraction of the +1 billion jeans that’re produced annually are not pre-washed. And it’s become a major challenge for the industry; because pre-washing requires a significant amount of resources.

Multiple finishing methods were developed over the years; some with very high impacts on our planet while others are much more environmentally friendly.

That’s why the main topic at denim trade shows in recent years has been sustainability. How to make the business of making denim and jeans more sustainable. And that’s something Soorty has specialised in.

Back in November, Wouter and I visited Soorty’s NASDA innovation lab in Turkey. With us, we’d each brought a pair of our own worn-in jeans, which we were going to recreate to experience and witness the process.

The result is a three-piece mini-documentary of which the video above is the first episode. Stay tuned for the rest of the adventure here on the blog.


Soorty (@soortyenterprises) is a family-owned business that’s grown from a store in Karachi into one of the world’s largest vertically-integrated denim and jeans makers.

With an aim to educate, Soorty hosts events and collaborates with influencers to help spread honest information to a wider audience.

Soorty has also launched Future Possibilities; an on- and offline platform of transparent information aiming to build dialogue between different layers of the supply chain.


Hi, my name is Thomas, I'm a storyteller. I started Denimhunters in 2011. Today, I help companies in the denim industry market themselves with stories that excite, engage and convert customers.