Egyptian Cotton is a by-word for luxury linen, the long-staple cotton is the softest and most exquisite in the world.
The brand were being damaged by counterfeit goods, so their parent body – The Cotton Egypt Association, launched a DNA-based accreditation scheme. This also tied in to a global rebrand of Egyptian Cotton.
We were brought in by branding agency Salesworxs, to assist with the PR element of this global re-brand for Egyptian Cotton.
As well as creating a buzz around the unveiling of the new brand at Heimtextil, trade show in Frankfurt, our brief was to educate retailers and manufacturers about the new DNA-based accreditation process, and to raise awareness of Egyptian Cotton’s focus on sustainability.