Passive Cooling
Reinventing Pigment Technology for a Low-Carbon World.
Introducing
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Introducing *
Nivi — a high-performance TiO2 extender
Nivi delivers superior cooling properties while mitigating the drawbacks of legacy TiO2.
Replaces at least half of TiO2 : Outperforming current extenders by over 3x
5°C to 10°C Cooling: Exceptional solar reflectivity reduces AC running costs by up to 15%
80% Lower Carbon: A plant/polymer-based chemistry without the heavy footprint of traditional pigments
The future is bright
80%
reduction in embodied carbon, plant-based technology
5-10
°C Cooler than traditional white coatings
The climate is changing.
The way we build must change too.
The last 3 years were the warmest on record, creating an unprecedented demand for energy-dependent cooling systems. With nearly 40% of global energy-related carbon emissions originating from the construction sector, the industry is under immense pressure to decarbonize.
The titanium dioxide (TiO2) contribution to the problem is two fold: significant carbon cost of manufacturing and inefficiencies as a cooling product.
Pirta® Passive Cooling Technology
Lower Cost
50% Cheaper than legacy cooling ingredients
Safer
No carcinogenic elements or negative effects to human health
High Performance
Resulting in over 40° F decrease in surface temperatures
Sustainable
Bio-based design with low embodied carbon
Validating the Future of Passive Cooling: Pirta Enters Peer Review.
In collaboration with the University of Leeds, our breakthrough Nivi technology undergoes rigorous academic scrutiny to certify its global impact on solar reflectivity and building decarbonization.
Expected publication in late 2026.
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Amazon and Pirta have partnered to accelerate the development of sustainability solutions throughout Amazon, thereby fostering a collaborative ecosystem where cutting-edge ideas can thrive, ultimately contributing to a more sustainable future.
"We are excited to put a Pirta product into play on a large scale and are looking to add more factories and warehouses in the future. These are the places where Pirta paint can make a significant difference for people and the planet.”
Rob Atkin, CEO of Pirta
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Pirta Joins Morgan Stanley Inclusive & Sustainable Ventures 2025 Global Cohort
“Pirta is ready to bring the power of passive cooling to a world-wide audience. We are excited for the opportunity to join the 2025 Morgan Stanley Inclusive & Sustainable Ventures cohort and make new connections with businesses affected by high heat environments,”
Rob Atkin, founder and director of R&D at Pirta.
New Pilot Project with Miami-Dade County Parks, Recreation and Open Spaces Shows the Cooling Power of Pirta Paint.
“Temperatures affect a lot of our construction work here, whether it be through energy consumption or issues with regards to the quality of construction years down the road… Pirta helped us achieve a 69℉ decrease in roof surface temperature and significantly cooled the room.” said Jason Brown, Construction Manager for Miami-Dade County Parks, Recreation and Open Spaces.
Coolest commercially available coating in the world
The Solar Reflectance Index (SRI) is a measure of a material's ability to reflect solar heat and emit absorbed heat. It integrates both solar reflectance and thermal emissivity into a single number, making it an essential tool for evaluating the cooling performance of building materials, particularly in urban environments.
Pirta offers the highest commercially available solar reflectant coating in the world.
| Material | Solar Reflective Index (SRI) |
|---|---|
| Pirta | 117.66 |
| Standard White Paint | 100 |
| White coating on metal roof | 82 |
| Light gravel on built up roof | 37 |
| Grey Asphalt Shingle | 22 |
| Solid Black Paint | 0 |
Partners & Accreditations
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“We’re on a mission to cool our warming planet through scientific innovation.”
— Rob Atkin, Pirta Founder