Orta’s First-Ever NFT Supports Sustainable Agriculture – Sourcing Journal

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Orta Anadolu is the lat­est to devel­op an NFT for den­im heads. The Turk­ish den­im man­u­fac­tur­er recent­ly debuted The Bluesky­er NFT, a vir­tu­al ren­di­tion of its new­ly designed jump­suit fea­tur­ing 100 per­cent regen­er­a­tive cot­ton and nod­ding to its regen­er­a­tive agri­cul­ture efforts.

The jump­suit was first shown at King­pins Ams­ter­dam last month. Pro­ceeds from the NFT sales will sup­port farm­ers tran­si­tion­ing to more sus­tain­able agri­cul­ture methods.

The NFT depicts a dig­i­tal dis­play of the jump­suit mov­ing through a vibrant­ly col­ored fic­tion­al world that Orta describes as a “solarpunk-inspired, tech­nor­gan­ic future world in which we want to live.” Sur­round­ed by all of the vivid col­ors of nature, the dig­i­tal jump­suit dances along to a jazz gui­tar sound­bite and rep­re­sents society’s desire to can­cel cli­mate change.

“If we are to move away from the cul­ture of waste and car­bon-intense process­es and move our indus­try for­ward, we need to adapt a bluesky mind­set,” said Sedef Uncu Aki, Orta Anadolu direc­tor. “At Orta, we want to build a regen­er­a­tive platform—a sys­tems trans­for­ma­tion of our den­im indus­try through provoca­tive inno­va­tion, open-source tech­nol­o­gy and col­lec­tive action. Only then will we tru­ly achieve a more opti­mistic and regen­er­a­tive den­im indus­try of tomorrow.”

Orta took a sus­tain­able approach to every ele­ment down to the plat­form on which the NFT was sold. The NFT is mint­ed by Tezos, an ener­gy-effi­cient proof of stake blockchain. The plat­form pro­duces a car­bon foot­print equiv­a­lent to just 17 peo­ple after 50 mil­lion trans­ac­tions, sig­nif­i­cant­ly less than that of decen­tral­ized rivals.

The NFT is one of 100, and can be pur­chased through NFT mar­ket­place Rari­ble for 5 XTZ, rough­ly the equiv­a­lent of $14.

The com­pa­ny recent­ly made its meta­verse debut in Decem­ber with what it calls the “MetaDEN­IM­verse.” It launched with its “Open Tick­et” col­lec­tion of stretch den­im. Pri­or to that, it unveiled an online vir­tu­al real­i­ty (VR) jour­ney where part­ners could embark on a vir­tu­al hot air bal­loon ride and view new fabrics.

Orta joins a num­ber of den­im lead­ers mak­ing their way into the space. Ear­li­er this month, Gap launched an NFT col­lec­tion fea­tur­ing both a dig­i­tal and phys­i­cal offer­ing, includ­ing a one-of-a-kind dig­i­tal var­si­ty jack­et designed by its cam­paign star and design­er Dap­per Dan and a spe­cial-edi­tion phys­i­cal ver­sion he signed. The brand held a 48-hour auc­tion of NFTs designed in col­lab­o­ra­tion with the designer.

Ital­ian den­im label Diesel has also got­ten involved, and in March debuted D:VERSE, a new plat­form that hosts both phys­i­cal and vir­tu­al prod­ucts. For its debut col­lec­tion, D:VERSE offered hero pieces from the Fall/Winter 2022 pre­sen­ta­tion recent­ly show­cased in Milan. The range includes three items from the col­lec­tion: a fur jack­et, a puffer jack­et and the Pro­to­type, cre­ative direc­tor Glenn Martens’ first sneak­er for the brand, which fea­tures col­or­ful accents, asym­met­ri­cal lac­ing and rub­ber over­lays across its uppers.



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