Last of Its Cotton Kind: Giza 45
Luxury is traditionally fueled by the finite, the exclusive, and exceedingly rare. And in the case of Ayman Nassar, chief executive officer and founder of Setcore Spinning, the chance to celebrate the “finest yarn in the world” can be measured in only a “few hundred tons” of Giza 45. His company, Setcore Spinning, is the “leading Egyptian producer of fine-count cotton yarn and one of the largest exporters of Egyptian cotton.” Having built his cotton-grower relationships in Egypt bale by bale (at a time of decline for cotton growing due to political and resource volatility), the decision to acquire Giza 45 was obvious, also fueled by luxury principles. Giza 45 is well-known by the luxury industry, as everyone from Brioni, Kiton, Ascot Chang and Charvet have used the cotton. Even high-end Zegna lines, Hanro, Zimmerli and bespoke shirt makers in Europe, U.S. and Asia utilize it. What’s so special? Giza 45 is the “rarest, most luxurious cotton in the world.” According to Nassar, there are three standout qualities that make his having acquired the remaining 90 percent of Giza 45 of interest to luxury fashion houses: fiber length, fineness and strength. “Nothing else in the world can make this,” said Nassar, holding an impeccablyFollow WWD on Twitter or become a fan on Facebook.
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