How Soorty Is Leveraging Haelixa DNA To Get Brands Into Traceability – Denimandjeans | Global Trends, News and Reports

Haelixa is a multi-award successful spinoff of ETH ZURICH based in 2016. The 2 founders Michela Puddu and Gediminas Mikutis labored throughout their PhD on the ETH Zurich on the event of DNA markers for product traceability, the know-how that they’ve then additional superior and commercialized organising Haelixa. With a complicated know-how as a base, the Haelixa traceability resolution is simple to make use of and will be utilized to the uncooked materials (or intermediate product) to deal with challenges associated to proof of product origin, authenticity and sustainability claims.

Having grown from energy to energy, the corporate now has a large international attain serving to out manufacturers and corporations to bodily hint enter supplies. Haelixa has significantly made its mark within the Denim Business by serving to hint , amongst different issues, the cotton fiber used – a topic of nice concern to the big manufacturers .

Soorty Denim from Pakistan is one giant denim conglomerate utilizing their know-how and offering the bodily tracing of recycled cotton fibers that they use of their materials to their giant base of consumers globally. We spoke to Mr. Mansoor Bilal – VP Advertising and marketing, Analysis & Innovation and Holly Berger , Advertising and marketing Director , Haelixa AG about their collaboration .

Briefly summarize the partnership between Haelixa and Soorty.

Haelixa and Soorty started their partnership in 2019, over a must have a dependable technique of tracing the denim Soorty is recycling. Haelixa gives a liquid resolution containing particular DNA for Soorty to spray on post-consumer waste. As soon as the post-consumer waste is mechanically recycled into fibers and additional processed right into a completed garment, samples are despatched to Haelixa labs to be examined for the DNA. As soon as verified, Soorty can responsibly stand by their recycling declare.

What benefits do marking and tracing recycled denim have for patrons? Why is that this necessary?

HB : Denim producers and producers are being pushed to extend the proportion of recycled merchandise. As denim manufacturers are setting extra aggressive sustainability targets, this implies the demand for recycled fibers will increase. With a view to substantiate recycling claims, Haelixa gives forensic proof as as to whether marked recycled fibers are used.

MB : With a rise in demand for circularity in textiles, many manufacturers are specializing in the transparency and traceability of the fibers and their sourcing background. The key benefit for the shoppers is having confidence and complete reliability within the product as a result of it’s been sourced from a reputable and genuine provider who understands circularity and its dynamics. 

This additionally gives them with the satisfaction of being aware customers since traceability gives provide chain transparency that makes you are feeling like a accomplice in environmental assist and that you’re giving again to nature

What has been the general response of marking recycled denim?

HB : The response has been optimistic. Traceability shouldn’t be solely a pattern however an necessary commonplace that’s being adopted by the textile trade. Haelixa gives credible testing (via PCR) to confirm DNA within the fibers marked. Soorty gives manufacturers the choice of labelling their merchandise with a tag, “Marked and Traced by Haelixa.” All fact-based info on sustainability efforts are necessary for the trade and customers.

MB : Many manufacturers are realizing the results of ongoing local weather adjustments and the implications of rising landfills. Over the previous few years, a lot of our consumers have been asking us so as to add PCW (recycled cotton) into our materials. However for the reason that final 2 to three years, the demand has been getting increased and better with each passing day. Now many of the manufacturers we’re working for demand a compulsory share of PCW mix of their collections.

How does the method work and what are the steps concerned in execution

HB: Haelixa ships the liquid formulation to Soorty, the place it’s utilized in a typical manufacturing step by spraying. Denim clothes are then produced as ordinary. What now we have additionally performed with considered one of Soorty’s purchasers, is to organize a singular DNA to determine their assortment. Haelixa then verifies marked clothes and challenge check certificates.

MB : After sorting and shredding our PCW denim fibers, we apply DNA markers to the fibers, that are then blended with virgin cotton within the desired share requested by the consumers to make the yarn.

What’s the most typical cause manufacturers wish to mark recycled denim?

HB: Marking fibers is necessary to keep up the credibility of the product within the provide chain. In a world of greenwashing and misinformation, manufacturers are on the lookout for fact-based proof to again the claims in regards to the fibers used of their textiles.

What does the buyer acquire from buying marked and traced recycled denim? How has the DNA resolution developed since working with recycled denim?

HB: Haelixa marking fibers initially was used largely as a instrument for provide chain gamers to confirm their claims of traced textiles. For the reason that product was first launched, Haelixa now gives customer-facing communication. This contains the elective grasp tag, stating “Marked and Traced by Haelixa” or a QR code printed inside the completed garment which directs the buyer to a web site sharing provide chain information.

With respect to this partnership, what is feasible for the long run? Are you planning on scaling the recycled cotton traceability? What’s going to you mark in addition to recycled?

HB : The vary of textiles that Haelixa can reliably hint is huge, past denim. The traceability options portfolio contains natural cotton, recycled cotton, hemp, nettle, and artificial fibers. With Soorty, the subsequent scale shall be in recycled and natural cotton.

MB : Soorty has all the time saved a pointy give attention to its prospects’ expectations whereas making certain a sustainable impression on our Earth. We do it via analysis, innovation, and steady enchancment of infrastructure. Just lately, now we have doubled our recycling capabilities, holding in thoughts the circulate of demand for recycled denim. And we’re pondering of arising with one thing attention-grabbing like traceable natural cotton underneath SOCI, Soorty’s Natural Cotton Initiative.

Why is marking natural cotton necessary? Which benefit will it provide you with?

HB : The suggestions has been very sturdy after collaborations with manufacturers in marking natural cotton. It provides credibility as traceability is the one manner to make sure that a product is certainly made from the precise lot of natural cotton that’s said on the transaction certificates or different documentation. The truth that Haelixa markers are authorised as chemical inputs by GOTS is a serious benefit right here and permits us to make sure that security and GOTS necessities are maintained.

MB : It looks as if the brand new enterprise method shall be primarily based on the transparency of the total provide chain and never restricted to 1 half.

What’s the threat of not utilizing a traceability resolution?

HB: There are two main dangers of not having a traceable resolution in place :
1. Future: With rules and communication mediums altering sooner than the seasons, companies must sustain with the traits. And not using a resolution in place, their efforts to create constant merchandise that meet requirements will fall quick.
2. Transparency: To maintain stakeholders knowledgeable in regards to the fibers used, traceability is critical to state the info in regards to the manufacturing processes within the provide chain.

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MB : It’s unavoidable in immediately’s world to offer a tangible with no traceability. To be within the league of reliable provide chains, a major variety of companies must depend on an genuine and constant traceability accomplice ultimately.

Mr. Mansoor Bilal – VP Advertising and marketing, Analysis & Innovation says :

Going ahead, firms shall be judged on their total footprint of traceability and reliability. As a primary step, now we have onboarded Haelixa for the start of course of management to encourage observe and hint. And we see nice potential to additional push the initiative in our cotton fields underneath the flagship venture of SOCI to create a round benchmark.

Mr. Abdelkader Amouche – World Gross sales Director , Haelixa says :

Better transparency is a should. Enterprise house owners now know that their firms shall be requested about their sustainability targets and efforts. Our work in circumstances, like Soorty, demonstrates that transparency is feasible.

For extra info , please contact Holly Berger , Advertising and marketing Director , Haelixa AG @
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