Home Textile Exports July 2021

14
PROFILE
HTE
OURA introduces high-
tech Alta Towel
Business Wire / OURA, known for infusing hightech
solutions into everyday products, announces
its latest wellness-promoting antimicrobial lifestyle
product, the Alta towel. Engineered with CottonX,
a proprietary fiber and textile technology, Alta eliminates
bacteria, mold and musty aromas by self-sterilizing
and killing bacteria on contact. Purchase of these
cutting-edge towels also supports children in need, with
a portion of proceeds set aside to grant the wishes of
childhood cancer patients.
“Most people are familiar with the smell of an old musty
towel, but most are not aware that these odors – no
matter how faint – are caused by mold and bacteria that
love to grow on moist, damp fibers,” said Keane Veran,
co-founder and CEO of OURA. “OURA designed the Alta
towel to protect individuals by killing microbes before
they get a chance to grow, providing a clean, fresh
feeling after every single use. We are proud to provide
a better solution for consumers and are passionate
about our work as advocates for healthier choices and
promoters of overall wellbeing.”
The Alta towel’s CottonX technology is antimicrobial,
compliments of copper-infused fibers that self-sterilize
and deodorize by breaking down odor-causing molecules
and killing 99 percent of bacteria and mold. The
technology relies on pure copper oxide permanently
embedded into every 100 percent long-staple cotton of
these new towels—ensuring they maintain efficacy over
the test of time even after 100+ washes.
Super absorbent densely packed cotton fibers wick
away moisture instantly and are ultra-plush with a soft,
luxurious feel that is ideal for those with sensitive skin.
Plus, they are hypoallergenic, eco-friendly and crafted
to last. The unique properties of the Alta towel have
also been scientifically proven to promote skin health
and elasticity.
July 2021