Soorty & Haelixa expand DNA-backed traceability partnership
Soorty has deepened its partnership with Swiss firm Haelixa to enhance traceability in circular fashion. Using DNA markers on recycled cotton, Soorty ensures verified fibre origin across production. This boosts brand transparency, supports the Denim Deal, and combats greenwashing with measurable, credible sustainability claims.
This traceability is embedded within Soorty's SecondLife — a recycled cotton initiative designed to deliver measurable impact, from resource efficiency and reduced environmental footprint to supply chain visibility and brand accountability. Soorty applies Haelixa's DNA markers— invisible, non-toxic liquid-based tracers — directly to post-consumer textile waste before mechanical shredding. These markers survive spinning, dyeing, and garment manufacturing, enabling verification at every stage of production.
'In today's complex, global textile supply chains, trust depends on proven origin,' says Dr. Gediminas Mikutis, Co-Founder and CTO of Haelixa. 'Our partnership with Soorty shows how physical traceability builds confidence in circular claims and meets the rising demand for credible, transparent sourcing.'
Backed by Haelixa's 100% reliable PCR-based DNA tracking, Soorty can authenticate fiber identity even after it moves through spinning, dyeing, and garment manufacturing — going far beyond conventional paper-based certifications.
'Our long-standing partnership with Haelixa continues to advance Soorty's commitment to circular fashion,' adds Eda Dikmen, Senior Marketing & Communications Manager at Soorty. 'By enabling reliable authentication and traceability throughout the lifecycle of the product — from our mills to the final garment, which could be traced at any time — we're solidifying our claims while also empowering our brand partners to meet their targets with proof. This shared transparency fosters deeper trust and genuinely equips end customers to make informed decisions.'
The partnership also gives Soorty's brand partners the option to use a 'Marked & Traced by Haelixa' label on garments, including a scannable QR code that links to a dedicated landing page. This enables brands to tell the product's sourcing story in detail, while giving end consumers direct access to verified data about fiber origin, processing stages, and supply chain transparency.
Soorty is also a proud and proactive member of the Denim Deal — a global initiative uniting brands, manufacturers, recyclers, and policymakers focused on making post-consumer recycled cotton the new normal in the denim industry. This aligns with Soorty's broader mission to promote systemic change through credible innovation and collaboration. As one of the largest global producers of denim, Soorty continues to model how ethical labor, circularity, and renewable energy can scale responsibly — without greenwashing.
By focusing on traceability, trustability, circularity, and measurable impact, the Soorty x Haelixa partnership offers fashion brands a transparent path forward, redefining what credibility looks like in today's circular fashion economy. Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (HU)
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News18
an hour ago
- News18
US trade partners around the world react to Trumps new tariffs
Agency: PTI Last Updated: Washington, Aug 1 (AP) US trade partners reacted Friday to President Donald Trump's executive order that would introduce new tariffs on many of them in seven days, as the global economy and alliances face another test from the president's trade agenda. Trump's order issued Thursday night came after a flurry of tariff-related activity in recent days as the White House announced agreements with various nations and blocs before a deadline set by the president for Aug 1. Trump ordered a 35% tariff for goods from Canada, effective from Friday, citing a lack of cooperation on illicit drugs. He also said Thursday that he would extend trade negotiations with Mexico for 90 days. Swiss watch industry group 'very disappointed' The Federation of the Swiss Watch Industry says it is 'very disappointed and surprised" by the 39% tariffs imposed on Swiss exports. 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Those import duties are due to take effect on Aug 7. Malaysia hails 'significant achievement' in 19% tariff rate Malaysia's Trade Ministry said Friday that the US tariff reduction from 25% to 19% was a 'significant achievement" as the deal was struck without compromising key national interests. 'The 19% rate roughly tracks the rate of other countries in the Southeast Asian region," the ministry said in a statement. 'Most importantly, Malaysia had stood firm on various red line' items, and the 19% tariff rate was achieved without compromising the nation's sovereign right to implement key policies to support the nation's socio-economic stability and growth." The ministry said that Malaysia's economy remains resilient despite global headwinds, citing strong domestic demand and ongoing structural reforms. 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Taiwan was notified on Thursday by the administration of the lower rate. 'Twenty per cent from the beginning has not been our goal. We hope that in further negotiations we will get a more beneficial and more reasonable tax rate," he told reporters in Taipei on Friday. Lai also linked trade talks to security issues, as the US is Taiwan's largest ally even though it does not formally recognise the island. 'We want to strengthen US Taiwan cooperation in national security, tech, and multiple areas," he said Friday. The US is Taiwan's most important export market and strategic ally, Lai said in an earlier statement Friday morning. Cambodia prime minister thanks Trump for dropping tariff rate Cambodia Prime Minister Hun Manet expressed his thanks to Trump for the dropping of tariffs from 36% to 19% and he called the reduction 'good news" for Cambodia. top videos View all Posted on his social media platform, Hun Manet said Trump had not only helped broker a ceasefire between Cambodia and Thailand forces after nearly a weeklong clash but also helped Cambodia's economy by lowering tariffs. 'This is good news for the people and economy of Cambodia to continue developing the country," Hun Manet said. (AP) SCY SCY (This story has not been edited by News18 staff and is published from a syndicated news agency feed - PTI) view comments First Published: August 01, 2025, 17:45 IST News agency-feeds US trade partners around the world react to Trumps new tariffs Disclaimer: Comments reflect users' views, not News18's. Please keep discussions respectful and constructive. 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Hindustan Times
3 hours ago
- Hindustan Times
Watches of Switzerland's shares fall 6% after Donald Trump slaps 39% tariff
Shares of Watches of Switzerland Group Plc fell as much as 6% after US President Donald Trump imposed a 39% tariff on imports from Switzerland, one of the steepest rates globally in his escalating trade war. The retailer, which sells Rolex and other Swiss timepieces in the UK and the US, bore the brunt of the latest tariff salvo. (File Image) The retailer, which sells Rolex and other Swiss timepieces in the UK and the US, bore the brunt of the latest tariff salvo. Financial markets in Switzerland were closed for a holiday, initially sparing listed producers such as Richemont and Swatch Group AG. Swiss watch exports had already been hit in advance of the latest news, surging in the spring when Trump threatened a 31% levy as importers in other markets tried to get in ahead of the tariffs, then easing on hopes of a settlement at a lower rate. If the 39% tariff goes ahead, it could require price increases of more than 20% in the US, according to Jefferies analysts led by James Grzinic. There's also a possibility that the tariffs don't go into effect. 'The one-week hiatus until implementation suggests this could be a negotiating tactic,' he said in a note. Swiss watch exports dropped by almost 10% in May led by a slump in shipments to the US. 'The rise of 'luxury fatigue,' a declining 'feel-good factor' from luxury purchases, and worsening consumer sentiment all contribute to a less optimistic outlook,' Vontobel analyst Jean-Philippe Bertschy said in a note last month.
Hindustan Times
3 hours ago
- Hindustan Times
Buying a Swiss Watch in America Is About to Get a Lot More Expensive
America is still an emerging market when it comes to luxury watches. Now, tariffs could upset a rare bright spot for Swiss watch companies. U.S. watch collectors are continuing to spend even as other nationalities pull back. Swatch, which owns brands such as Omega and Longines, said sales in America rose by 'double digits' in the first half of the year. Sales of Richemont's specialist watches, including Vacheron Constantin and IWC Schaffhausen, have increased more than 10% in the Americas region for three consecutive quarters. U.S. imports of Swiss watches have been subject to a 10% baseline tariff since April. But in a new executive order late Thursday, President Trump raised that rate to 39%, even higher than the 31% levy initially threatened in April. Chart 1 The rate could still be negotiated down or questioned by the courts. Implementation of the new tariffs was also delayed until August 7. But the trade war was already having an indirect impact on watch brands. The value of the Swiss franc has appreciated by 11% against the dollar this year as investors park money in safe havens. They have also piled into gold, which is up more than 25%. This creates a triple whammy for American watch collectors. Today they pay 14% more for a yellow gold Rolex Daytona than they did in 2024. Watch brands had to raise prices on many models in the second quarter to prevent tariffs, costlier gold and currency fluctuations from eating into profit margins. The price increases could dent demand in the industry's hottest market. Watch exports to America have grown 14% annually since 2019, nearly three times faster than the global average. Booming stocks and cryptocurrencies are part of the story. But there is also untapped potential in the U.S. According to Brian Duffy, chief executive officer of luxury retailer Watches of Switzerland, investment in U.S. watch retail infrastructure was neglected after the 2008-09 global financial crisis. Twenty years ago, Americans spent as much as the British on luxury watches per head. By 2016, this had fallen to 40% of the U.K.'s per capita spend, he says. The gap is closing again as watch brands upgrade their retail networks and offer better service. Adding to the appeal of the U.S. market is that American watch collectors are about a decade younger than average. And there is a fanatical online community where watch fans parse complications and hunt down discontinued models. An unusually high share of U.S. sales come from serious watch connoisseurs: 45% of Watches of Switzerland's U.S. sales, compared with only a quarter in the U.K. Tariffs are only the latest challenge in a difficult decade for the Swiss watch industry. The value of Switzerland's watch exports has increased a fifth since 2015. But look under the hood and the number of units exported has collapsed by 45%. Swiss brands have lost market share since the launch of the Apple Watch a decade ago. The most pain has been felt in models that cost less than $625, where volumes have fallen nearly 60%, based on data from the Federation of the Swiss Watch Industry. Sales of expensive models have held up much better, especially watches made by privately owned brands Rolex, Patek Philippe and Audemars Piguet that limit supply and have long waiting lists. Weak demand from Chinese consumers has also hurt the industry. The U.S. overtook Hong Kong as the top destination for Swiss watch exports in 2020. Sales to Chinese shoppers slumped during the pandemic and never really recovered. But trends there were disappointing even before Covid 19—Beijing's crackdown on gifting luxury goods to corrupt government officials began in 2012 and gradually crimped a booming market. These trends have made Swiss watchmakers more dependent on the U.S. Brands hope Americans will swallow the tariff-related price rises and continue to spend. Swatch's management told investors on its latest earnings call that U.S. consumers have been willing to accept the hikes so far because they consider the situation 'homemade [by] the American government.' But watchmakers have to tread carefully on price hikes because of the large and professional resale market. Almost a third of all global watch sales are preowned, according to WatchCharts, the highest share of any luxury goods. The resale business hit an inflection point around 2017, when it became so big that it began to influence what happens in the primary market. Data from secondhand websites shows consumers which brands hold their value, so can boost sales of new watches that look like a good investment. But there are downsides: a readily available supply of cheaper preowned watches makes it riskier for watchmakers to raise prices in their own stores. An analysis by Morgan Stanley and WatchCharts shows that demand for used watches is rising faster than for new watches. This is probably a sign that some shoppers are defecting to the resale market, where they think there is better value for money. Prices for secondhand watches have been falling for 13 consecutive quarters as supply has increased. Watch stocks have been a very volatile investment. Swatch's share price is down around 60% from where it was on the eve of the Apple Watch launch. Tariffs give investors another reason to bide their time before jumping back in. Write to Carol Ryan at
