US-based textile company Oura introduces antimicrobial Alta towel

The Alta towel’s CottonX technology is antimicrobial, compliments of copper-infused fibres that self-sterilise and deodorise by breaking down odour-causing molecules and killing 99 per cent of bacteria and mould. The technology relies on pure copper oxide permanently embedded into every 100 per cent long-staple cotton of these new towels—ensuring they maintain efficacy over the test of time even after 100+ washes, said Oura in a press release.

Super absorbent densely packed cotton fibres wick away moisture instantly and are ultra-plush with a soft, luxurious feel that is ideal for those with sensitive skin. 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.

“Most people are familiar with the smell of an old musty towel, but most are not aware that these odours – no matter how faint – are caused by mould and bacteria that love to grow on moist, damp fibres,” 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.”

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, the release said.

The towels are available in two colours – nimbus and horizon.

Fibre2Fashion News Desk (KD)