“Khaled Schuman, executive director of the Cotton Egypt Association, said: ‘We will not stand by while unscrupulous manufacturers mix Egyptian Cotton™ with sub-standard fibres.

’Cotton Egypt Association has been working tirelessly over the last three years 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.”‘As well as taking the appropriate action, we will name and shame those trying to pass off non-genuine goods as Egyptian Cotton.’.The CEA continue their facility audits, traceability assessment, retailer surveillance, and information management partnership with leading testing and verification body Bureau Veritas, as well as a new partnership with an independent legal organization, who will clean up the Global Egyptian Cotton retail space, to root out the non-genuine goods.”The process, which has been endorsed by several academic and professional bodies, includes extracting DNA from cotton fibers, yarns, woven, knitted, fabric or finished apparel. This can then be used to identify fibers and the percentage of genuine Egyptian Cotton in a product.”Despite past issues, Egyptian Cotton is still recognized as the most recognized luxury cotton brand in the USA and globally.”A recent consumer survey by independent US-based marketing agency, PBM, on American consumers who had recently purchased cotton goods, found that 95% of those able to name a cotton brand cited Egyptian Cotton.