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ORTA Denim’s New Collection Is Deeply Rooted

ORTA Denim’s new Deeply Rooted collection is an ‘ecolution’ an eco modern revolution deeply rooted in ethical innovation, circularity, transparency, authenticity, and ultra-performance. Their new collection tackles two problems that speak to the heart of consumers today: Climate action and biodiversity stress and antiviral protection.

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Deeply Rooted In Transparant Innovation

With a growing population of 9.5 billion people by 2050, we are faced with a significant loss of biodiversity, impacting the resources of every industry, including denim. ORTA is deeply rooted in transparent innovation to radically reduce the denim industry’s footprint and negative impact on biodiversity loss, which impacts climate change. Unsustainable cotton farming practices lead to soil degradation from excessive water use and habitat loss from area expansion and chemically intensive crop production. Recycled cotton is a great alternative to virgin cotton as it does not only divert waste from landfills and incinerators but also eliminates the loss of biodiversity that arises during cotton farming.

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The New Gen H

ORTA’s Deeply Rooted Collection tackles these challenges with solutions. Their new GEN H features 100% plant-based fibers and fabrics, from forest and field to jeans. It includes a breakthrough denim fabric made with up to 30% hemp, an important net-positive biodiversity crop, sustainably sourced from the leading hemp farm in France, that certifies all the stages of production.

With Gen H, ORTA has perfected the authentic look and feel of your favorite denim with the most resilient, soft, and bio-positive eco fibers. The organic cotton in the GEN H – OH! (Organic Cotton + Hemp blends)  is socially and environmentally certified by the Global Organic Textile Standard (GOTS), the world’s leading textile standard for organic fibers. With GEN H, you can wear your denim with an eco-conscience.

Game-Changing Technologies

ORTA is continually innovating game-changing technologies that are antibacterial, anti-odor, moisture blocking, temperature-balancing, and UV protection that are redefining denim performance, endurance, and safety. Meeting the heightened demands for protection and health in a new, post-COVID normal, Immortalist fabric family features shelters you in ultimate protective endurance with antibacterial, antiviral protection, and smart performance. Infused with sheltering technology, Denim Guard’s protective antibacterial and antiviral technology disrupts the contagious forces and inhibits its ability to adhere to or inhabit your skin.

Fresh Guard is the trifecta of performance: thermal balancing, UV protecting, and 100% odor managing, encapsulated with silver to eliminate bacteria. Other fabrics feature; Denim A/C- smart cooling, Halys – the raw texture of clay for antibacterial protection, and Hydrotech+ – instant biologic water-repelling tech to stay dry and clean.

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Social And Emotional Wellness

Deeply Rooted in the social and emotional wellness of people, ORTA has designed several lines to meet the expectations of WFH (work from home) routines and the new comfort-cocooning for indispensable style and comfort. Stretch Spectrum is deeply rooted in next-level stretch dimensions with post and pre-consumer recycled cotton and post-consumer recycled PES for comfort, and equality.

Blu Narratives reclaim the past, merging it with the ingenuity of post-consumer recycled cotton and marbled textures. Meltem is deeply rooted in back-to-basic repurposing of one of the most durable and well-aging natural materials, Linen, for uber soft luxury and comfort.

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Transparency is central to ORTA’s Deeply Rooted, pushing circularity to new levels of engagement from farm harvest to fashion purchase. They bring the intel of your denim’s lifecycle in each garment with the ORTA BLU app. Each fabric we produce shares raw material supplier information and science-based LCA (Life Cycle Assessment) data related to it, accessible by QR code. We are also collaborating with new traceability systems that use nanotechnology and blockchain to trace fibers from the farm throughout the full product lifecycle.

Deeply Rooted. Open. Transparent. And, Eco Modern

ORTA is open, and recently launched an industry-leading impact platform called the “New Denim Route” (read it in the previous article here). With this supplier and resource platform, ORTA opens its processes, traceability, and production so that every brand, every partner, and people everywhere can access the origins of the denim they love.

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Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.