Orta Celebrates Sustainability in the Future of Denim
Observing its 65th anniversary and revealing new ways to support responsible denim manufacturing, Orta celebrated sustainability Thursday night, June 21, at Hnypt in downtown Los Angeles. It is one of five installations to be held in different cities around the globe. Each exhibition will focus on a method of sustainability that the company wishes to promote.
The Los Angeles event centered on the company's commitment to reduce energy consumption. Its environmental campaign uses two statements to relay its message—"Show us your handprint" and "We Touch The Future," which relate to how people use their hands to create solutions. Eda Dikmen, who serves as the company's marketing specialist and managed the creation of the campaign, explained how the elements found within the exhibition's first room reflect Orta's goals.
"It’s about energy which is why we have this orange color theme," she said "We enter the room with facts about energy and then we tell the story of what we’re doing about energy with our energy management system and how we are aiming to become an energy positive company.”
For only one night, guests who were invited to visit the space entered one room whose focal point was an installation constructed of scaffolding covered in white cloth and also featured orange panels that listed facts revealing Orta’s sustainable efforts and goals. Part of this exhibit featured 20 light bulbs hanging from long cords, some of which were lit while others remained dark, reflecting the manufacturer's goal to reduce energy consumption by 20 percent.
“In this particular installation, you’ll see only 20 percent of the bulbs are lit. It’s a nod to what we’ve been and on the back side, you’ll see a nod to where we’re going,” Orta’s West Coast sales representative, Paul Minestralla, said.
London-based studio Loop was enlisted to create a soothing interactive exhibit called "Denim Field," which was a tent comprising soft, sheer pieces of white fabric that was illuminated by a changing color scheme, which shifted according to music that was created exclusively for the event. Guests were invited to enter the tent by a thin, expandable cut in the fabric that led to a tranquil interior, which included a row of beanbag seating covered in soft, white cloth. Founded by Mathias Gmachl and Rachel Wingfield in 2003, Loop specializes in using design, architecture and sciences to create restorative experiences.
“Orta’s agency in Istanbul approached us about helping them do something special for the event. Orta has an amazing sustainability agenda," Gmachl explained. "It [the Denim Field] is a place that doesn't drain you, a place that doesn’t cost you a lot of energy but it’s a space that you can go to and you come out being a little bit of a better version of yourself."
With Orta, Loop found a company whose values were similar, which made working together an excellent match to collaborate in the movement toward environmental conscientiousness. By using the lightweight material to construct the tent, Wingfield made a connection between the textiles used and wellness.
"It’s a power mesh of polyester and spandex, which is used in sportswear and dance wear," she revealed.
Through her work at Orta, Dikmen has become more aware of threats to the environment and the need for solutions. Through her work at the denim manufacturer, she has evolved to become dedicated to helping her company promote its sustainable message.
“The more you learn, the more you want to do something. As an individual, not just as an employee," she said. "Orta is full of people who want to make a statement, so they are leading the industry in this way. They have always done so and this is what they are teaching us.”