More sport, outdoor, casual, denim and wool-filled products are an example of where wool has been used in new products in recent years and The Woolmark Company has evolved to suit.
The development is one of the most significant changes for the Woolmark brand since the development of the Wool Blend logo in the early 1990s.
The introduction of a new specification and sub-brand "Australian Merino Wool" certifies both garment quality and fibre origin and promotes the fibre of Australia’s woolgrowers to an international audience. Products must have an average maximum fibre micron of 19.75µm and wool sale certificates must be submitted to The Woolmark Company as proof of origin. This brand is only available for pure wool products and is supported by a stock range of tickets and labels for garments.
The Woolmark Company continues to work to provide specialised support to the branding of Merino wool-containing apparel.
Wool-filled apparel products are important in the sports and outdoor markets and have traditionally been dominated by synthetics or feather and down products. The introduction of a new Woolmark Specification for wool-filled products allows for manufacturers and garment makers to carry the Woolmark or Woolmark Blend logo on qualifying wool-filled apparel.
With the increasing trend of casualization, The Woolmark Company has established a Contemporary category, further cementing wool’s rightful place as a modern, contemporary fibre. In line with this, new Wool Containing Denim specifications have been established for machine washable or machine wash and tumble dry wool denim products. The Woolmark, Woolmark Blend or Wool Blend logos may be applied to suitable qualifying products and a range of stock tickets and labels are available for garments.
The interiors sector will also see changes. The minimum wool content for Interiors and Floorcovering products using the Woolmark Blend logo has been reduced from 80 per cent to 50 per cent. This means the same minimum wool content for all products - interiors and apparel - using the Woolmark Blend logo.
"These changes to The Woolmark Company's Licensing Program represent positive movements into new areas of the wool industry, and affect both the apparel and interior textiles industries," explained The Woolmark Company Managing Director and AWI CEO Stuart McCullough.
“Interior companies worldwide will welcome the change for Woolmark Blend certification, reducing the minimum wool content to 50 per cent and streamlining this brand with the apparel sector. By reducing the minimum wool content it is hoped more interior companies will qualify to become Woolmark licensees and we will see more wool products on the shelf.