New GenuTrace Collab Helps Brands Meet Tougher Cotton Sourcing Rules

Partnership with Kinset addresses compliance with Uyghur forced labor and EU anti-greenwashing laws.

Published on Feb. 9, 2026

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GenuTrace, a supply chain traceability consultancy, has partnered with Kinset, a digital platform that connects supply chain data, to help companies prove cotton origin claims and comply with new regulations around forced labor and environmental marketing. Their model combines fiber-level isotope testing with Digital Product Passport-ready supply chain data to enable brands to move from claimed cotton origin to defensible origin.

Why it matters

As the U.S. continues sanctions against Uyghur forced labor and the EU rolls out anti-greenwashing rules, brands are facing increased pressure to verify their cotton sourcing. This collaboration addresses these compliance challenges by providing a dual-layer traceability solution that combines physical verification with digital supply chain data.

The details

The partnership responds to a rapidly changing compliance landscape. Germany's amended Act Against Unfair Competition now prohibits generic or unverifiable environmental claims, while the U.S. Uyghur Forced Labor Prevention Act continues to place the burden of proof on importers to demonstrate that cotton is not linked to forced labor. GenuTrace contributes the fiber-level isotope testing to assess geographic origin, while Kinset provides the digital infrastructure to structure, preserve, and connect supplier and location data across the cotton value chain.

  • On Jan. 15, the Department of Homeland Security added 37 more companies to the list of those whose products are barred from U.S. import until they can prove the goods were not made using forced labor.
  • Germany's amended Act Against Unfair Competition, implementing the EU's Empowering Consumers for the Green Transition Directive, now explicitly prohibits generic or unverifiable environmental claims.

The players

GenuTrace

A consultancy that specializes in supply chain traceability.

Kinset

A digital platform that connects supply chain data across global networks.

MeiLin Wan

Founder and CEO of GenuTrace.

Katie O'Riordan

CEO and co-founder of Kinset.

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What they’re saying

“Regulation has fundamentally changed the question brands must answer. It's no longer where did you intend to source from? It's can you prove that the cotton in this product actually comes from where you say it does?”

— MeiLin Wan, Founder and CEO of GenuTrace

“Digital Product Passports and due-diligence systems only work if the data behind them is credible. Our collaboration focuses on connecting existing supply-chain data with independent physical verification, so companies can strengthen compliance without rebuilding their systems from scratch.”

— Katie O'Riordan, CEO and co-founder of Kinset

What’s next

The partnership between GenuTrace and Kinset aims to help brands comply with the evolving regulatory landscape around cotton sourcing and environmental claims. As more companies are added to the U.S. import ban list and the EU's anti-greenwashing rules take effect, the demand for this type of dual-layer traceability solution is expected to grow.

The takeaway

This collaboration demonstrates how brands are adapting to meet tougher cotton sourcing requirements driven by new regulations targeting forced labor and greenwashing. By combining physical fiber testing with digital supply chain data, companies can strengthen their compliance efforts and provide more transparent and defensible origin claims to regulators and consumers.