Sustainable denim manufacturer Soorty has launched the Soorty Regenagri Initiative in collaboration with the Rural Education & Economic Development Society in Pakistan. The project is designed to revitalise agricultural ecosystems through regenerative farming.

“Regenerative agriculture isn’t just about maintaining the status quo– it’s about actively improving soil health and biodiversity,” said Soorty’s project lead for SRI Muhammad Yousaf in a press release. “With SRI, we’re proving that ecological restoration and premium cotton production are not mutually exclusive goals.”
 
Soorty aims to rebuild climate resilience through the project to ensure the livelihoods of farmers connected to the textile industry. The initiative is designed to increase both sustainability and traceability in the cotton industry by conserving biodiversity, reducing chemical dependency, and promoting water conservation.

“SRI’s commitment to empowering farmers and sustainable practices aligns perfectly with REEDS’ mission,” said REEDS’ executive director Shahid Saleem. “Together, we’re fostering a future where healthy ecosystems and thriving communities go hand-in-hand.”
 
Soorty has partnered with 1,100 small-scale farmers to implement its sustainable practices through education drives. The business SRI is projected to yield approximately 1,225 metric tons of cotton this year which it sees as forging a sustainable future. 
 
“With SRI, we’re not just sourcing better cotton, we’re investing in the well-being of entire communities,” said Soorty’s executive director Ebru Debbag. “This ethical approach resonates with our customers, who understand that true sustainability extends beyond the product.”