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

Recreating Denim Fades the Sustainable Way (Episode 2)

During Bluezone back in September last year, Soorty invited me and my buddy Wouter Munnich from Long John to get behind the scenes and see how jeans are made.

In November, we 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. Episode 1 was published just before New Year’s. Above is episode 2. Stay tuned for the last episode 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.