# Plush Self-Sterilizing Towels The Alta Towel Eliminates Bacteria, Mold and Musty Odors By Laura McQuarrie | Published 2021-06-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/alta-towel References: [businesswire](https://www.businesswire.com/news/home/20210602005920/en) & [ouragami.org](http://www.ouragami.org) The high-tech Alta towel is a self-sterilizing, germ-killing towel that's engineered with a proprietary fiber that eliminates bacteria on contact. The plush towel helps to protect individual health by killing microbes before they have a chance to grow, effectively eliminating the mold and bacteria that naturally flourishes on moist, damp surfaces. Keane Veran, co-founder and CEO of [OURA](https://www.trendhunter.com/trends/nc-sleep-insights), the creator of the Alta towel, says "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." Thanks to CottonX technology, the high-tech towel's antimicrobial [copper-infused fibers](https://www.trendhunter.com/trends/cotton-house-copper-infused-pillow) break down odor-causing molecules to create freshness that lasts hundreds of washes. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 85% | Activity: 64% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Life](https://www.trendhunter.com/life) ## Key Themes ### Key Themes Behind This Trend - **Self-sterilizing Products:** Opportunity for companies to innovate by creating self-sterilizing versions of commonly used products such as towels, sheets, and clothing. - **Antimicrobial Fiber:** New market opportunities for producers of antimicrobial fiber that can be used in a variety of products, including towels. - **Hygienic Home Products:** Increased demand for hygienic home products, creating opportunities for companies to offer a range of self-sterilizing products for the home. ### Where This Applies - **Home Products:** Opportunity for companies in the home products industry to develop and market more hygienic and self-sterilizing versions of common household items such as towels and bedding. - **Textile Industry:** Potential for companies in the textile industry to capitalize on the creation and sale of antimicrobial fiber for various uses, including towels. - **Healthcare Industry:** Increased demand for hygienic products in healthcare settings, creating opportunities for companies that produce self-sterilizing products that can be used in hospitals and other medical facilities. ## Related on Trend Hunter - [Antimicrobial Towels](https://www.trendhunter.com/trends/titan-yarn.md) - [Odor-Free Bath Towels](https://www.trendhunter.com/trends/k-25.md) - [Odor-Free Waffle Textured Towels](https://www.trendhunter.com/trends/k25.md) - [Copper-Made Antimicrobial Tools](https://www.trendhunter.com/trends/staywell-copper.md) - [Innovative Bacteria-Free Bedding](https://www.trendhunter.com/trends/prossioni.md) - [Fast-Drying Odor Control Towels](https://www.trendhunter.com/trends/packtowl.md) - [Hypoallergenic Bamboo Dishcloths](https://www.trendhunter.com/trends/aunt-genie.md) - [Waffle-Woven Bamboo Towels](https://www.trendhunter.com/trends/casacru-bamboo-towels.md) - [Perma-Black Towels](https://www.trendhunter.com/trends/black-towel-collection.md)