Cotton Egypt Association (CEA) is naming and shaming manufacturers who fail the accreditation protocol it established three years ago with Bureau Veritas. CEA has an information management partnership with testing and verification body Bureau Veritas.

This is part of a stepped-up effort to actively root out counterfeit from the supply chain. Only products made from 100 per cent trade-marked Egyptian Cotton can carry the trademarked pyramid cotton logo. Unscrupulous manufacturers mix Egyptian cotton with sub-standard fibers. As well as taking appropriate action, CEA will name and shame those trying to pass off non-genuine goods as Egyptian Cotton. In addition, CEA will soon activate a worldwide task force of secret shoppers who will purchase products labeled as Egyptian cotton from retailers in-store and online, which will be passed along for testing. CEA continues to conduct facility audits, traceability assessments and retailer surveillance. 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 to identify the percentage of genuine Egyptian cotton in a product.

Egyptian cotton is recognized as the most recognized luxury cotton brand in the USA and globally. People who are able to name a cotton brand cited Egyptian Cotton.