OVS
On top of product storytelling, brands are currently exploring new sustainability options, including traceable fibers and localised production. The collaboration between OVS and Haelixa ticks all these boxes, aiming at creating a fully traceable made in Italy cotton collection.
OVS is an Italian clothing company with more than 2000 stores in 35 countries in Europe, Latin America and Asia. Early in 2022, OVS established a partnership with Santiva, a company responsible for the production of organic cotton in Sicily and the marking of Haelixa’s DNA to enable the further identification of this Italian-made organic product.
Project Scope
To commemorate World Earth Day 2022, the long-staple cotton was planted and marked with Haelixa’s unique DNA marker. This has been specifically designed for OVS and has been applied on the raw material at the ginning location, in close proximity to the cotton fields. The material was used for the production of about 30000 garments fully manufactured in Italy. The collection was launched in spring 2023 with unique storytelling about the journey of production, from seed to garment.
“OVS is a family brand and as a part of the daily life of our customers, we have the important task to build a trusted relationship. Traceability strengthens trust allowing better control of raw materials and increasing transparency for clients. Thanks to Haelixa we’ll be able to track the material from the cotton field and ensure consistent information about the quality and sustainability throughout the whole supply chain,” said Simone Colombo, Head of corporate sustainability at OVS about the project.
“Traceability strengthens trust allowing better control of raw materials and increasing the transparency for clients.”
Simone Colombo
Head of corporate sustainability at OVS
