"Combating Greenwashing: How Soorty's Innovation in Pakistan Promises Sustainability"
Amid the rising concern of greenwashing in the fashion world, where brands misrepresent their eco-credentials, solutions are being sought from every corner. A promising approach is emerging from Pakistan, where the nation's vertically integrated model might hold a unique answer.
"Pakistan’s model of vertically integrated corporations gives us a distinct advantage over rivals such as Turkey, China, and Bangladesh. This structure allows for a seamless alignment between upstream stakeholders and the broader market,” asserted Asad Soorty, Director of Soorty Enterprises, during a conversation with Kate Nishimura, Features Editor at Sourcing Journal. “Moreover, Pakistan is home to spinning mills, including those under Soorty, which prioritize innovation over pure profit. These mills are versatile enough to handle a variety of fibers simultaneously, enabling rapid innovation."
Soorty Enterprises is further enhancing its sustainable credentials by venturing into sustainable agriculture. The Soorty Organic Cotton Initiative, unveiled two years ago, represents a major step in this direction. Realized through a collaboration with WWF-Pakistan, the Department of Agriculture Extension, Balochistan, and supported by the Laudes Foundation, this initiative promotes organic farming in Pakistan's Balochistan region. Ambitiously targeting an improvement of 7,000 acres of land, the project aims to yield over 17,000 metric tons of seed cotton and 6,000 metric tons of cotton lint by the mid-decade.
Reflecting on the project's progress, Soorty remarked, “Observing transformative changes in the lives of farmers from this underdeveloped region has been deeply rewarding. The initiative owes its success to the unwavering support of our partners.”
However, the path to sustainability is not without its challenges. The Karachi-based mill is proactive in devising sustainable strategies but faces dilemmas in harmonizing commercial objectives with eco-friendly goals. Soorty explains, "There's a persistent tug-of-war between market demands and sustainable practices. Certain fashionable bleach washes, for instance, necessitate chemicals that don't fit the 'circular' tag. Likewise, while some fibers might compromise sustainability, they are indispensable for ensuring product performance."
Yet, undeterred by these complexities, Soorty remains resolute. "Our journey to counter greenwashing has commenced, and our commitment is unwavering. We are in it for the long haul."
