Sonovia isn’t your average startup. They’re shaking things up in the clothing industry by using innovative technology to make clothes more eco-friendly and longer-lasting. Founded in 2013, their mission is clear: create clothes that are both durable and kind to the planet.

At a Glance

  • Verticals: Retail Tech
  • Core technology: Ultrasonic Machinery, Non-Toxic Chemical Solutions
  • Year founded: 2013
  • Founders: Shuki Hershcovich, Founder & Board Member, Shay Hershcovici, Co-founder & COO
  • Funding to date: $15M
  • Location: Ramat Gan, Israel
  • Company size: ~50 people

Environmentally sustainable textiles?

The textile industry, known for its vibrant colors and diverse fabrics, also faces criticism for its environmental impact. In 2013, Sonovia emerged with a bold vision: to revolutionize traditional textile practices using cutting-edge sustainable technology.

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The Driving Force Behind the Vision: Shuki Joshua Hershcovich

Sonovia’s journey is guided by a dedicated team, with Shuki Hershcovich at the helm. Shuki’s leadership extends far beyond Sonovia, as evidenced by his diverse experience:

  • Leading Sonovia: During the COVID-19 pandemic, he spearheaded the development of the world’s first reusable antiviral masks, donating them to frontline workers in 180 countries.
  • Revolutionizing Healthcare: Recognized as one of the “Top 50 Most Influential Jews of 2021”, Shuki is also involved in Betalin Therapeutics Ltd., which is developing a potential cure for diabetes.
  • Leadership: Before becoming a serial entrepreneur, Shuki managed Kibbutzim in Israel and served as a general in the Air Force. 
  • Entrepreneurial Spirit: Upon immigrating to the US, Shuki built a successful taxi-cab empire in Philadelphia. He also expanded Shay Sapir Investments in Israel through strategic mergers and acquisitions.

The Solutions

Sonovia is pioneering a more sustainable future for fashion with three innovative patented technologies:

1. Sustainable fabric washer: Imagine a machine that uses sound waves to permanently enhance fabrics, Sonofix® does exactly that. It acts as a high-tech fabric finisher, applying treatments like waterproofing or stain resistance that can last through up to 80 washes. This not only extends the lifespan of clothes but also reduces the need for frequent replacements, minimizing waste. Additionally, Sonofix® integrates seamlessly into existing production lines and works with various fabrics, making it a versatile and adaptable solution.

2. Natural anti-odor: Fresh clothes for longer, without harmful chemicals? NioiX® makes it possible. This revolutionary technology replaces traditional anti-odor treatments that rely on harsh chemicals with a more sustainable and effective approach. NioiX® keeps clothes smelling fresh for extended periods, even after up to 80 washes. It’s also completely non-toxic and uses less water compared to conventional methods. As an added bonus, it even offers built-in UV protection for an extra layer of defense.

3. Sustainable denim production at scale: D(y)ENIM® is an innovative water-based indigo dye solution that significantly reduces the environmental footprint of denim manufacturing. Compared to traditional methods that use vast amounts of water and chemicals, D(y)ENIM® uses 85% less water, reduces greenhouse gas emissions by 60%, and requires 91% less land. It also simplifies the dyeing process and ensures consistent color results, making it a more efficient and eco-friendly choice for denim manufacturers.

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Traditional Denim Production vs. Sonovia’s Solution

Traditional Denim production –  wasteful & toxic

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D(y)ENIM® – minimized waste & non-toxic

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The Impact

  • Reduced waste, water and harmful chemicals: It eliminates toxic chemicals, reduces water consumption and ensures environmental friendliness and safety for workers and the planet.
  • Improved efficiency and cost savings: Sonovia’s solutions seamlessly integrate into existing production lines, offering cost-effective and efficient ways to enhance fabric properties.
  • Precise Dye Application: It employs ultrasonic waves for precise and consistent dye application, ensuring high-quality and uniformity.
  • Long-lasting performance: With durability of up to 80 washes, Sonovia’s technologies ensure consumers experience the benefits for extended periods
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Facing Competition in the Textile Dyeing Industry

In the textile dyeing industry, Sonovia encounters competitors like traditional Redox dyeing, Nitrogen technology, and Foam technology. However, Sonovia is set apart by being a more environmentally friendly and efficient choice by eliminating toxic chemicals, reducing water and chemical consumption, and offering consistent dye quality.

Funding Success

Sonovia has partnered with key industry players, including Pure Denim for alpha site collaboration and plans for a future beta site. They are proud to have brands like Kering and OEMs like Delta Galil among their clients. Success is measured by reduced environmental impact and cost-efficiency, along with client feedback and satisfaction.

Sonovia has successfully raised a total of $15 million. With investments from Shay Sapir and institutional investors, their commitment to sustainability is backed by financial support.

Vision for a Sustainable Future

They aspire to be the go-to solution for textile manufacturers looking to reduce their environmental footprint while enhancing product quality. With a determined team and unwavering commitment, Sonovia is poised to make a real impact in the textile industry’s sustainability journey.

Sonovia is actively seeking partnerships with denim brands, denim mills, and dye-houses that share their commitment to sustainability and innovation. They are also looking for individuals who want to be part of their mission. Visit their careers page to explore opportunities.

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Yael Kochman