60 years of value from the Woolmark brand

The world famous Woolmark brand – owned by Australian woolgrowers – this year marks its 60th anniversary. The Woolmark logo’s enduring appeal continues to deliver significant returns to Australian woolgrowers through its use in the Woolmark Certification Program as well as marketing campaigns.

Established in 1964, the iconic Woolmark logo was introduced to help consumers easily identify superior woollen garments during a time when synthetic fibres were flooding the market in the post-war period.

The value of the brand quickly became established and highly regarded across the world in the apparel, interior textiles and home laundry sectors. When attached to a product, such as on a sewn-in label or a swing ticket, the logo provides customers with an assurance of quality for the product, thereby also helping to strengthen the demand for wool.

During the past 60 years, more than six billion wool and wool care products have been certified for quality through the Woolmark Certification Program. There are now more than 600 Woolmark licensees across the world, with some having been with the Woolmark Certification Program throughout the past 60 years, including Zegna of Italy and Sportscraft of Australia.

During its illustrious history, the Woolmark brand has forged iconic partnerships with some of the world’s most renowned brands. From international icons like Benetton and Prada, to Australia’s homegrown brands like Country Road and R.M. Williams, plus sporting giants like Manchester United and Andy Murray, the Woolmark logo has graced products across the fashion and textile spectrum.

“The Woolmark logo has proved to be a great asset for promoting wool during the past 60 years – and continues to provide solid value in building awareness of the benefits of Australian wool and supporting demand for the fibre.”

John Roberts, AWI CEO

The Woolmark Company has also pushed the boundaries of innovation with wool. Examples, amongst many, include reinventing the suit with BOSS, using wool for the summer season with JACQUEMUS, showcasing the performance properties of the fibre with adidas at the Boston Marathon, and creating a water and wind resistant fabric with Nanshan. The company has also found new categories for wool, such as footwear with Levi’s and swimwear with arena.

Additionally, the company's unwavering commitment to nurturing young talent is evident through its numerous support programs such as the International Woolmark Prize, Woolmark Performance Challenge, and the Woolmark Learning Centre. These initiatives not only advance wool technology but also inspire the next generation of designers and industry leaders.

And as people become more focussed on the impact of products on the planet, The Woolmark Company has evolved to meet market requirements, partnering with farmers and the textile supply chain to ensure that wool – already a natural biodegradable and renewable fibre – continues to be the perfect choice for those seeking products that has a minimal impact on the environment.

Sixty years after the launch of the Woolmark logo, Australian woolgrowers continue to benefit from its use by AWI subsidiary The Woolmark Company to promote wool globally.

“As we mark this 60-year milestone, we remain committed to the core values of the Woolmark brand – quality, innovation and respect for the environment which are very much aligned to the desires of contemporary consumers looking for a new idea of luxury which is both authentic and eco-conscious,” said AWI CEO John Roberts.

“Our network of offices in key markets across the world use the Woolmark brand to promote these core values that represent Australian wool, for the benefit of Australian woolgrowers who own the iconic logo.”