Switzerland-headquartered Haelixa is partnering with Soorty, Pakistan's largest vertically integrated denim manufacturer on a DNA-based traceability initiative.

Soorty will be able to support claims connected to the usage of recycled cotton in denim products thanks to Haelixa's technology, which will open up the considerable new economic potential for both firms.

To be able to identify Soorty's recycled cotton, Haelixa has developed a unique DNA marker. It is dissolved in liquid and then applied to textile waste before being mechanically recycled in a Pakistani spinning factory. Spot inspections on intermediate items, as well as testing on the final garment, are carried out to ensure that the product comprises recycled cotton. The test is based on PCR (polymerase chain reaction) technology, which is extremely scalable, 100% reliable, and has forensic validity.

Soorty, which presently boasts a recycling percentage of roughly 23% of fibers in its goods, needs to be able to back up its promises. The new trash segregation system is intended to increase the recycling percentage by another 10% per year.

Haelixa will also make its Marked & Traced by Haelixa label for clothes available to Soorty's customers, allowing them to tell end consumers about supply chain transparency efforts. A QR code linked to a dedicated landing page can be added to the label, allowing marketers to bring their product stories to life and customers to obtain supply chain and product verification data.

Mansoor Bilal, VP of marketing research and innovation at Soorty, said that in light of growing environmental concerns, Soorty has committed to making its manufacturing process more sustainable, transparent, and traceable. They’re glad to announce that they have cooperated with Haelixa, the pioneer of sustainability solutions, after taking variables and criteria into account. Haelixa will assist them in achieving our goal of traceability through DNA markers, a unique method for tracing the origins of completed items.

Michela Puddu, co-founder and CEO of Haelixa, said that with recycling being such a popular trend, there are an alarming number of baseless claims about the usage of recycled fiber in clothing. More and more manufacturers and brands are using markers to be able to authenticate recycled fibers in the final garment to differentiate themselves and rebuild consumer trust.