THE STORY OF ORTTU
4 MINUTE READ
Words by Mr Justin Kirk | Photography by Mr James
Cooper | Styling by Mr John Kirby
We no longer have to live by the rules that other people set. How we live, who we love, and how we dress, that’s up to each of us. But we know it isn’t easy. Finding who we are deep inside and creating the life we dream of is a journey that demands we act boldly, bravely, and with love. That journey is O.R.T.T.U. And it means Open Road To The Universe. It stands for open-mindedness, adventure, aspiration, going the extra mile, and finding the beauty in life, no matter where we might be.
Our journeys might take us to different places but we believe we can all blossom in our own way: that we can each be more, feel more, and love more. That’s why we’ve always combined individuality with beauty, quality, imagination, and a sense of optimism. We believe in finding, seeing, and cultivating the best in ourselves and in life. And we believe that beauty reflects our deepest inner reality.
We’re told to conform, to play it safe, to be careful about being different or standing out. And those who tell us that, some of them just want what they think is best for us.
Maybe they don’t understand, but just because we don’t want to live like them doesn’t mean we don’t love them. It just means that we need to be totally free to be ourselves, unapologetically. And maybe they don’t realize it, but being different isn’t about dropping out; it’s about stepping up.
Why We Started ORTTU
We wanted to create a brand that was more than just a clothing line. One that wasn’t about following the trends but about representing the innermost feelings of the wearer. We wanted to create a style for men who are in touch with their individuality, strength, imagination, aspirations, and desires, and who aren’t afraid to express it through their clothing, their personality, and their lifestyle. And we wanted to build a community around that.
With so much tension and criticism in the world today, we wanted ORTTU to be a doorway to a different way of living: A journey of imagination, individuality, aspiration, optimism, and of inner beauty meeting outer beauty.
Those who wear our clothing might not know each other, but they recognise each other. And no matter where we are in the world, we are drawn together by a belief in self-expression, and a love of beauty and of the sensual, the spiritual, and the playfully sexual.
Wearing ORTTU means no longer hiding your true self. It’s a declaration: I am here and this is who I am.
Our Core Values
Our core values are hinted at in the name ORTTU (meaning “Open Road To The Universe”): open-mindedness, adventure, aspiration, optimism, going the extra mile, the belief that we are limited only by our own imagination, and the desire to find beauty both in other people and in the world, wherever we may be.
Open-mindedness. ORTTU is apparel for men who think differently, feel deeply, and dress to show the world their individuality.
Adventure. “Life is either a daring adventure or nothing,” wrote author Helen Keller. We agree, and we think you do too.
Aspiration. ORTTU means dreams and high standards, judgment-free.
Going the extra mile. We’re dedicated to our community. That’s why providing you with quality, and doing everything we can to make your experience with us meaningful and beautiful, is so important to us.
Limited only by our imagination. We know that wearing ORTTU means you’ve decided to be the best you can be today (and tonight). And that you’re going to be a little more open to the world, love a little deeper, and go a lot further on your journey.
Beauty. ORTTU stands for outer beauty that reflects our deepest inner reality.
For us, ORTTU is more than clothing. It’s also a community, a lifestyle, and a state of mind. It’s your journey of self-discovery and self-expression that inspires us. And your willingness to express on the outside what you feel on the inside that makes us obsess about every little detail. We want your experience with us to be one of absolute pleasure.
What are your favorite moments on your journey with ORTTU? Share your photos with us. And, for a chance to be featured, tag us on Instagram (@orttu_official)