By David Gill
The Egyptian government has launched an initiative that would lead to the licensing of 100 percent Egyptian-cotton home fashions.
The government is using the Cotton Egypt Association, a non-profit association established three years ago under the auspices of Egypt’s Ministry of Trade and Industry, as a vehicle in this effort.
Headed by executive director Sahar Mounir, Cotton Egypt has partnered with Minneapolis-based public relations firm Weber Shandwick Worldwide on a campaign that will combine public relations and consumer education on the qualities of Egyptian cotton.
“Much of the Egyptian cotton used around the world is actually a blend, even though it says only ‘Egyptian cotton’ on the packaging,” Mounir said. “We’re looking to license the name ‘Egyptian cotton,’ and we have created a logo that can be used only on products that are 100 percent Egyptian cotton.”
Cotton Egypt has already gained licensees that include American companies Pacific Coast Feather, Springs Global and WestPoint International, in addition to companies located in other countries that have a strong presence in the United States, such as Welspun. The organization is now looking to obtain the same support from hotel chains and high-end department stores.
Mounir said Cotton Egypt has established a testing and monitoring program to ensure that the labeled products are 100 percent Egyptian cotton. “First, we get samples that can be tested, and then we’ll officially grant permission to the manufacturer to use the Egyptian cotton logo,” she said. “We are also seeking to get the stores’ cooperation in allowing us to pick and test random samples.”
The program started back in 2001, when it was found that products labeled as Egyptian cotton were actually blends. Egyptian cotton is based on a longer fiber than other types of cotton, is softer and more durable than other cottons, and holds color longer. It was found that cotton produced in China and India, though labeled Egyptian cotton, was actually a blend of Egyptian cotton with domestic cotton, Mounir said.
This is where the consumer-education component of the program is important, said Julie Hurbanis, senior vice president of Weber Shandwick. “This will be a three-phase program,” Hurbanis said. “First, we will get the licensees on board. Then we will identify prospective manufacturer and retailer partners for the consumer-education campaign. Then we’ll kick off the campaign.” She added that the components of the consumer-education effort have not yet been determined.
Mounir said talks have begun with the governments of both China and India to secure their cooperation in the monitoring.
“Our research shows that consumers want Egyptian cotton,” she said. “They identify Egyptian cotton as a product of superior quality.”