The Cotton Egypt Association (CEA) has launched a new brand identity and digital platform in a bid to rid the supply chain of falsely labelled Egyptian Cotton goods and increase consumer demand and retailer confidence in the raw material.
The new ‘Be Human’ brand, unveiled at this week’s Heimtextil show in Frankfurt, is designed to re-enforce Egyptian cotton as “the finest cotton in the world.”
The fresh, modern look is designed to convey the “superior quality” and “natural beauty” of Egyptian cotton while engaging consumers, retailers and manufacturers with its heritage and values, the Association says. It places a strong emphasis on how the luxury hand-picked fibre feels against the skin.
“We want people of all ages, worldwide, to seek out its strength, softness and durability. It’s all about the personal human touch,” says Khaled Schuman, executive director of CEA.
Richard Newman, managing director of UK-based brand specialist Salesworxs, which helped develop the new platform, adds: “Egyptian Cotton is without question the world’s finest cotton; our job is to ensure our global audience recognise this when making purchasing decisions on relevant products such as home textiles and clothing.”
In addition to working with Egyptian cotton growers and manufacturers, the Cotton Egypt Association has partnered with the IMC, The Export Councils, Cotton Organizations, NGOs and donors to ensure adhesion to international labour, safety and trade standards.
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