Soorty Launches Regenagri Initiative in Pakistan
Soorty is enhancing its efforts to promote regenerative agriculture in Pakistan.
The Pakistani vertical denim manufacturer announced Soorty Regenagri Initiative (SRI), a project in collaboration with the Rural Education and Economic Development Society (REEDS), aimed at revitalizing agricultural ecosystems through regenerative farming. The initiative meets the criteria of inspection body Control Union’s Regenagri regenerative agriculture program, which sets standards across all aspects of regenerative agriculture, from soil health to biodiversity and GHG emissions.
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Soorty’s work with farmers began in April 2023. It has partnered with over 1,100 small-scale farmers across approximately 5,000 acres. Farmers are projected to yield approximately 1,225 metric tons of cotton this year.
With SRI, Soorty seeks to produce cotton in a more environmentally friendly manner that fosters transparency and traceability throughout the supply chain. By implementing regenerative agricultural practices, SRI focuses on enhancing soil health, conserving biodiversity, reducing chemical dependency, and promoting water conservation.
Soorty said it is the first Regenagri initiative in Pakistan. Many leaders in the denim industry are striving for the certification. In 2021, Candiani Denim became the first company to be Regenagri certified. In 2022, Citizens of Humanity Group began working with the first Regenagri-certified cotton farm in the U.S.
“Regenerative agriculture isn’t just about maintaining the status quo—it’s about actively improving soil health and biodiversity. With SRI, we’re proving that ecological restoration and premium cotton production are not mutually exclusive goals,” said Dr. Muhammad Yousaf, project lead on SRI for Soorty.
A digital framework that tracks and documents the journey of cotton from seed to fabric allows Soorty to share the story of each garment’s origin with its customers. This system not only facilitates detailed monitoring of agricultural practices but also enables the tracking of cotton bales and the geolocation of farms, enhancing accountability and traceability.
The initiative also has a human component. With SRI, Soorty aims to help uplift local farming communities by providing them with the knowledge and resources needed for sustainable cultivation, creating a sustainable agricultural ecosystem for generations to come, the company stated.
Comprehensive education plays a key role in the program. Farmers are being trained in regenerative farming practices that yield immediate environmental benefits and help promote long-term prosperity and sustainability. The hands-on education component includes demonstration plots that serve as living classrooms for farmers.
“With SRI, we’re not just sourcing better cotton, we’re investing in the well-being of entire communities. This ethical approach resonates with our customers, who understand that true sustainability extends beyond the product,” Ebru Debbag, Soorty executive director.
These inroads support Soorty’s other projects geared toward more responsible cotton sourcing, including an organic cotton initiative. The program currently has 13,000 farmers working in 10,000 acres.
