The biggest shift we've seen over the past three years is that “If you claim it, can you prove it?” is no longer a rhetorical question—it’s a legal and operational necessity. Brands and manufacturers, especially those importing into the U.S., are under increasing pressure to substantiate their claims of origin — not just for cotton, but for any product that could have a nexus to a high‑risk region.

Greige goods — the unprocessed foundation of textiles — often escape scrutiny. Discover how GenuTrace uses forensic science to trace and verify fiber origin before manufacturing, ensuring supply chain transparency and compliance.

Welcoming Spring and New Beginnings at GenuTrace

As spring unfolds in vibrant bloom, we’re reminded of the energy and renewal this season brings. The rhododendron — seen here in full blossom — is more than just a harbinger of warmer days. With its lush petals and resilient nature, it symbolizes new opportunities, optimism, and the strength that lies in beauty and growth. It’s a fitting emblem for the journey ahead.

GenuTrace, LLC, a supply chain consultancy specializing in traceability, brand protection, and product authentication, announces its official launch. Founded by industry pioneer MeiLin Wan, GenuTrace addresses one of today’s most urgent challenges: scientifically proving product origin and authenticity.

When it comes to verifying the origins of your raw materials or finished goods, timing is everything. By the time a product is loaded onto a ship or transformed into a final garment, the window to make meaningful changes — or even correct errors — has likely closed.