Before Taylor’s Orange Era: Tellus’s Bold Adventure Color
Before Taylor Swift stepped out in terracotta lipstick and declared her “Orange Era,” Tellus was already flying the orange flag loud and proud. When we created Tellus in 2022, we chose orange as a brand color not because it was trending, but because it captured the essence of our outdoor clothing brand — classics with a streak of bold adventure.
Sure, one of the biggest names in the world may have just made orange the must-have shade of the year. But for us? Orange was always the move.
Orange: Our Adventure Color
At Tellus, it’s also a symbol of our mission: adventure with purpose. Orange is more than a color — it’s energy, warmth, and fearlessness rolled into one. It’s the sunrise that gets you out the door. The glow of a campfire after a long day on the trail. The unexpected twist that makes a classic piece pop.
We’ve woven it into Satanka Sun Shirts, Tellus plaid flannels, duffel bags and backpacks, and accents on classics like our Women’s Waterproof Rain Jacket and Horsetooth Hoodie -- each made from recycled or organic materials. In our palette of blue-black, light grey, and cream, orange is the bold streak that not only signals exploration, but also our 100% commitment to protecting the wild places we love through GiveBack100.
A Color With History and Credibility
Long before the “Orange Era” hit the headlines, orange had staying power:
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• 1500s Europe — Named after the fruit; before that, English simply called it “yellow-red.”
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• Hermès heritage — In 1942, wartime shortages pushed the fashion house to adopt its now-iconic orange box — a necessity turned timeless style.
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• Pop culture revival — From ’70s style to Taylor Swift’s latest era, orange has a habit of coming back strong.
Taylor Swift’s Orange Era
In true Taylor style, the announcement was pure spectacle: an orange-themed countdown on her website, the Empire State Building glowing in orange, and a dramatic on-air reveal of a mint-green briefcase stamped “T.S.” containing the orange album. The aesthetic? Unapologetically showgirl — glamorous visuals steeped in orange and mint green.
Experts say orange channels creativity, empowerment, intimacy, and emotional honesty — truly Taylor traits and values that align perfectly with the energy we pour into Tellus. And just like Taylor’s latest era, ours is about more than the visuals—it’s about adventuring with purpose, backed by our commitment to making every piece from recycled or organic materials and giving 100% of net profits back to the planet.
Orange in our GiveBack100 Logo
You’ll also see orange in one of our boldest symbols: our GiveBack100 logo. That vivid “GiveBack100” is a visual stand for our commitment to give back to Mother Earth:
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• 100% of net profits back to the planet
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• 100% commitment to protecting wild places
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• 100% made using recycled and organic materials
For us, orange isn’t just a design choice — it’s a values choice.
From 2022 to Now: Bold Looks Good on Us
So yes — sometimes, you’ve gotta strike while the iron is hot. And in 2025, orange is now scorching (thanks to TS). But Tellus? We’ve been rocking it since day one as a new outdoor clothing brand.
It’s the streak in our plaid, the pop in our recycled sun shirt collection, the accent in our waterproof duffel bags and backpacks, the trim on our classics, the energy in our logo, and the boldness in our mission.
Orange is the new black. And for Tellus, it always will be. So, thanks Taylor — for putting orange back in the spotlight and reminding the world what we’ve known since day one: it’s cool, it’s bold, and it belongs in your closet.