The partnership comes as Germany begins new anti-greenwashing measures and global brands face increased scrutiny under the U.S. Uyghur Forced Labor Prevention Act (UFLPA).
The companies have developed a two-layer approach that integrates physical verification of cotton fibers with supply chain data ready for Digital Product Passports (DPP), reflecting the changing expectations of regulators in both the EU and the US.
The amended German Anti-Unfair Competition Act now imposes a ban on generic or unverifiable environmental claims, requiring specific evidence rather than intent or supporting documentation. UFLPA enforcement continues to require importers to provide evidence that their cotton is not related to forced labor.
GenuTrace provides isotope testing at the fiber level, offering independent scientific analysis of the geographic origin of a cotton product.
Kinset provides the digital infrastructure that organizes and links location and supplier data across the value chain, producing records designed to provide regulatory clarity in line with upcoming DPP requirements.
MeiLin Wan, founder and CEO of GenuTrace, said: “Regulation has fundamentally changed the question brands must answer. Is it no longer where did you intend to source it? Can you prove that the cotton in this product really comes from where you say it comes from? By linking verification of physical origin directly to digital records, we help companies respond to enforcement with evidence, not explanations.”
The joint initiative aims to help brands operating in multiple regions address increasing standards for traceability and disclosure.
This approach enables “earlier detection” of sourcing risks and aims to support audit readiness as well as consistent disclosures across markets where DPP will be required in the future.
With regulatory enforcement intensifying both in Germany under greenwashing rules and in the US through the UFLPA, companies are increasingly forced to limit claims to those they can substantiate with direct evidence.
The collaboration between GenuTrace and Kinset seeks to address these requirements by linking physical proof of fiber origin directly to digital records throughout the entire supply chain.
Kinset CEO and co-founder Katie O’Riordan said: “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.”