ORTA is taking its sustainability mission to a new level with the foundation of a new platform for thinking about circular fashion, nature-inspired technology and materially smart design for a resilient future. For Spring/Summer 2021, ORTA introduces DENIMIMICRY, ORTA Blu’s innovation vision to lead the industry with new circularity design thinking that combines the resilient processes of nature with the cutting edge of biological design.
DENIM + BIOMIMICRY = DENIMIMICRY
BIOMIMICRY AND CIRCULAR THINKING FOR DENIM-POSITIVE FUTURES
ORTA Blu platform, ORTA’s sustainability division established in 2010, extends ORTA’s commitment to take further action to shift sustainable measures from preserving resources to a circular view that produces more abundance.
DENIMIMICRY collection harnesses nature’s creative and technological processes that recycle, upcycle and repurpose everything, so that nothing is wasted. We have a lot to learn from nature and its biological immortality, as it has survived and will continue to survive with or without us humans.
This idea of mimicking the amazing design processes of nature is called ‘Biomimicry.’ It is a sustainable design practice that will help us think alternatively in our search for more ecologically positive solutions.
We are at an interesting time in the industrial race for the lead in sustainable fashion and circular manufacturing, as eco-consumers demand more waste-free, sustainable options, putting more responsibility on retailers, brands and manufacturers. According to the Millennial Impact Report, 87% of millennials would be more loyal to a company that helps them contribute to social and environmental issues.
The fashion industry waste facts are staggering: It is estimated that only 1% of our clothing is ultimately recycled into new garments. The Council for Textile Recycling projects the U.S. alone will generate 35.4 billion pounds of post-consumer textile waste. Water required for manufacturing clothing is set to outstrip supply by 40% in 2030.
“As ORTA we are strengthening our commitment to create a circular, waste-free handprint that uses less resources. To generate new ways to turn waste into net-positive, ORTA Lab is working on creating the most advanced processes that yield superior quality fibers, recollect and re-life materials to reduce resource use. We are developing a more robust denim ecosystem that draws on nature’s design thinking with new technology, biological- engineering and creativity to create new infinite possibilities. We believe that scarcity should be replaced with abundance that biology will create. ”states Dr. Sedef Uncu Aki, who leads ORTA’s Denim Sales & Marketing, PD, R&D, Planning and Operations.
For Spring/Summer 2021, ORTA introduces a unique collection made from eco-wise hemp. DENIMIMICRY collection also expands on its eco-functional fabrics with new technologies that fight the everyday weather forces of heat and rain. DENIM A/C is a cooling smart fabric to combat high heat and helps to maintain a comfortable temperature between you and your denim. DENIM A/C cooling technology adds a new level of performance to the collection, including also the Stay Black color-intense options.
Super protection from water is another focus this season. Water has met its match in ORTA’s new HYROTECH+, a breakthrough technology of durable water repellent shield. Delivering super-functional water repellency, HYROTECH+ is an innovative PFC free shield that repels every level of water you encounter. The ultimate in performance, HYROTECH+ debuts for Spring/Summer 2021 in ORTA’s iconic TruTech+ technology that intuitively conforms to your body’s true-fit.
This season ORTA launches the next level of ‘performance’ in denim, with its new eco-brand of denim called ‘THE IMMORTALISTS.’ Like the Silicon Valley titans and venture capitalists* who are investing heavily in the race to extend human lifespan, ORTA is investing in the next generation sustainability platform that will drive more technological wonders in reaching our goal for endless use and reuse of everything involved in making our denim.
The IMMORTALIST rings true with the ecomodern consumers who are finding a ‘second life’ for the things they purchase and use, in an effort to reduce waste. This idea of a ‘second life’ for denim is just the start, as we envision striving for an ‘eternal life’ for denim, from original fiber to upcycled post-consumer.
Progress only happens with a vested interest. This season marks the next generation of ORTA’s sustainability platform ORTA Blu, with a purposeful handprint that uses less resources while contributing to more good and greater abundance. Captivated by nature and science, ORTA’s DENIMIMICRY Collection marries biological, technological and design thinking for next generation sustainable denim manufacturing to create the perfect yield of infinite possibilities towards a denim net-positive future.