Cotton Egypt Association threatens to name and shame

Cotton Egypt Association (CEA), the non-profit which supports the Egyptian Cotton brand, has launched an initiative that will work to “actively root out” counterfeiters in the textile industry and will name and shame the manufacturers found to be falsely advertising stock under the brand name.

CEA is committed to ensuring the authenticity of its luxury cotton and to do so wants to eradicate cases of counterfeiting, an issue that is rife in the textiles industry. It will look to clamp down on the wide-scale problem with threats of naming and shaming those firms who fail the rigorous accreditation scheme via a Black List on its website.

“Cotton Egypt Association has been working tirelessly over the last three years with to protect the integrity and authenticity of the brand, to protect its retail partners and to ensure consumers they are buying genuine Egyptian Cotton goods,” Khaled Schuman, executive director of CEA said.

“We will not stand by while unscrupulous manufacturers mix Egyptian Cotton with sub-standard fibres,” he added.

The non-profit plans to use secret shoppers both in-store and online to identify products which purport to use Egyptian Cotton, this will then be handed over to CEA and its partner, testing and verification body Bureau Veritas, which will conduct testing to validate the authenticity of a product.

Those found to be in possession of dubious stock, like a Pakistani towel manufacturer which has recently had its licence suspended off the back of being found out, will be named and shamed as to deter companies from engaging in such practices, it also raises awareness to customers and consumers that a company isn’t to be trusted.

CEA cites a recent consumer survey, the findings to which highlighted that 95 per cent of a sample of people named the Egyptian Cotton brand when asked to identify the brands it most closely associates with the material, as its incentive to put in place these preventative measures.

The process adopted to validate a material’s origin has been endorsed by several academic and professional bodies, the CEA says, and includes extracting DNA from a fibre, yarn, fabric or garment and comparing it with the goods its customers receive. This way the Egyptian Cotton brand upholds a reputation as a credible source of luxury cotton and is in no way at risk of having this tarnished by those looking to make illegal gains.

Through centuries and around the world

Egyptian Cotton™ has a long and noble heritage of providing sumptuous comfort to millions of people right across the world. Synonymous with quality and luxury, our cotton has always stood for strength, durability and glorious softness.

The history of Egyptian Cotton™ is closely entwined with that of Egypt itself, having played an enormous role in shaping its burgeoning economy. From field to feeling, our cotton has come a long way.

Join us as we discover the remarkable history of Egyptian Cotton™.

The birth of Egyptian Cotton™ – A beautiful Garden in Cairo

Cairo Garden

The very first Egyptian Cotton™ was actually first cultivated by a Frenchman, Monsieur Jumel. Having discovered some neglected cotton plants languishing in a beautiful Cairo garden, he spotted a fantastic opportunity in 1821. Taking a risk, he experimented a little and created a luxurious extra-long staple cotton. Egypt’s ruler was bowled over by the results and soon Egyptian Cotton™ was flourishing.

In 1862 Egyptian Cotton™ takes off – A reputation of Luxury

The chaos of the American Civil War drove desperate Europeans to buy Egyptian Cotton™ as they scrambled to keep their mills turning. Prices rose across the worldwide market and the Egyptian Cotton™ reputation was secured.

In 1863 Egyptian Cotton™ exports double –  Demand for Luxury

As Egyptian Cotton™ started to make a name for itself, demand skyrocketed. From only exporting 596000 cantars of cotton in 1861, Egypt more than doubled its output to nearly 1.3 million cantars in 1863.

In 1865 Egyptian Cotton™ hits new high – Exports of the cotton double

Egyptian Cotton™ exports continue to grow, reaching 2 million cantars in 1865.

In 1869 Suez opens doors for Egyptian Cotton™ by land and by sea

The Suez Canal may have taken many years to build, but its impact was revolutionary. Ships could travel around the world so much quicker. Naturally, this led to wider interest in Egyptian Cotton™.

In 1870 Dam brings further expansion – Spectacularly fertile soil

With the construction of the spectacular Aswan High Dam, the annual flood of the River Nile was finally brought under control. Thanks to the wonderfully fertile soil, Egyptian Cotton™ could be grown in even greater amounts.

In 2000 Introduction of Egyptian Cotton™ logo – A mark of trust

A brand new Egyptian Cotton™ trademark was rolled out to help consumers distinguish between genuine, authentic Egyptian Cotton™ and any poor, falsely labelled imitations.

In 2005 establishment of the Cotton Egypt Association – Protector of the brand

A non-profit association, ‘Cotton Egypt’ was introduced by the Egyptian Ministry of Industry and Foreign Trade to monitor and promote the use of Egyptian Cotton™. They promote the benefits of Egyptian Cotton™, license genuine manufacturers and educate consumers about the history of Egyptian Cotton™.

www.cottonegyptassociation.com