Soorty Denim Chooses The Fabricant to Launch its Premium Sustainable Brand
Soorty, the sustainable denim mill that supplies global retailers such as Tommy Hilfiger and C&A, has chosen digital fashion house The Fabricant to create a film launching its Gold Standard, cradle to cradle compliant (C2C), denim product line.
Moving fashion storytelling into the 21st century
The C2C model demands that all components used to create a product are low on waste and environmental impact, and can be reused, repurposed or recycled at the end of its lifetime.
The Fabricant’s ability to showcase the look, texture and movement of apparel while only existing in the digital realm, perfectly aligns with Soorty’s mission of reducing fashion’s environmental impact via the use of sustainable practices.
The 60-second film created for Soorty by The Fabricant premiered at Kingpins, Amsterdam, the conference highlighting innovations in the global denim industry.
A design method that wastes nothing but data
Amber Jae Slooten, The Fabricant’s creative director, gives insight into the creative storytelling process involved in working with a C2C product and sustainability-focused brand like Soorty denim.
“Cradle to Cradle is a method that we believe is fair and necessary, and using digital design tools we were able to promote this method without wasting any material but data. What we are trying to tell is a story of fairness in combination with technology.”
Compelling content that goes beyond the boundaries of reality
Interpreting the client brief, The Fabricant created an abstract landscape that alludes to the sustainability concerns of the brand by using visual cues from the natural world, creating an appropriate environment for the digital recreation of the denim to exist. The backdrop also functions as a means to deliver powerful facts on the brand’s anti-waste credentials.