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About Woolmark Certification

This is what is behind the world’s most recognised apparel textile fibre brand.

The Woolmark logo is synonymous with quality, seen as a symbol of trust that connects consumers and woolgrowers.

Of global consumers associate the Woolmark logo with quality.1
Of consumers look for the Woolmark symbol when purchasing clothing.2
Of respondents said clothes with the Woolmark symbol are worth paying more for.3
20 million
In 2018/19, Woolmark’s marketing initiatives reached more than 20 million consumers.
58 million
Our marketing programs generated more than 58 million impressions in 2018/2019.
5 billion
The Woolmark brand has adorned more than 5 billion products since the creation of the original mark.


Consumers are increasingly worried about the environmental impact of their purchases. When it comes to their clothing, they want reassurance they’re taking part in alleviating the world’s problems, not adding to them.

Quality, eco-friendly fibres are now seen as an investment by consumers, with 42% of millennials saying they want to know what goes into products and how they are made before they buy.

Woolmark Licensing Program

The Woolmark Licensing Program is a quality assurance and product certification program for textiles. When consumers see products bearing the iconic Woolmark logo, they recognise quality, authenticity and value in paying more for them.

Trusted by consumers for more than 50 years, the Woolmark brand has adorned more than 5 billion products since the creation of the original mark in 1964. Products with our logo certify the quality of fibre content to both consumers and the supply chain.


The Woolmark licensee advantage

With an international network of offices and wool resource centres, we are uniquely placed to provide holistic results for an ever-changing global market.

Become a Licensee

There are three main categories of Woolmark certification


Pure new wool

Products created with 100% new wool.

Wool rich blend

Products created with between 50% and 99.9% new wool.

Wool blend performance

Products created with between 30% and 49.9% new wool.

Discover the history of the Woolmark logo.


The five tests of Woolmark certification

We ensure consumers are receiving quality wool products, that’s why we ask brands to undergo rigorous testing. Yarns, fabrics and garments are independently tested in order to qualify for Woolmark certification.

Test 1 Test 2 Test 3 Test 4 Test 5

Test 1


We assess the wool’s purity, to verify the product is 100% what it claims to be.

Test 2


We expose this wool to the harshest light – for up to 10 hours – to assure its colours are lasting.

Test 3


We subject this wool to extreme pressures – we push, pull and stretch it to its physical limits – to measure its strength. 

Test 4


We wash this wool in hard, unforgiving machines to ensure no shrinkage, no loss of shape.

Test 5


And we take this wool and test it, intensely, against the very liquids it would normally meet over its lifetime.

Independent Testing

Through a global network of authorised labs, independent testing is carried out to make sure products meet Woolmark standards. These labs ensure the independence of methods and results to the supply chain.

The quality of the tests themselves aren’t exempt from scrutiny. Performance assessments are regularly conducted at all laboratories to make sure tests are thorough.


1, 2, 3. Nielsen Brand Survey, 2019.
The Meaning Behind the Mark