Australian Wool Innovation (AWI) today unveiled its new corporate identity and brand stable marking a milestone in the innovation and marketing of Australian wool.

It was accompanied by an announcement that AWI will spend more than $120 million over the next three years relaunching Australian Merino back onto the international marketplace as the world’s best luxury fibre.

The company’s new-look logo features a symbolic stylised ram’s head as its calling card.

It represents an important turning point for Australian Merino wool and the 55,000 Australian woolgrowers whose sheep graze one quarter of the country and produce approximately 400 million kilograms of fleece, worth around AUD $2.8 billion annually.

“We are committed to supporting our hard-working Australian farmers, now the world’s largest wool producers,” said Craig Welsh, AWI CEO. “AWI is dedicated to the ongoing development of high value-adding services to provide woolgrowers, AWI shareholders, trade, retail and marketing partners with the tools they need to prosper.”

Australian Wool Innovation has been a leader in the marketing of fine wool for apparel and interior use since 2001. This not-for-profit public company invests Australian woolgrower and Australian Government funds in research, innovation and the support of businesses and individuals throughout the Australian merino supply chain.

With more than 20 offices worldwide, AWI has an extensive global network dedicated to product development. By fostering relationships with diverse business partners, AWI works continuously to grow demand for Australian Merino wool.

“The global swing toward eco-friendly products brings opportunities for the natural fibre textile industry and Australian woolgrowers,” said Craig Welsh. “Active and informed consumers are insisting on greater integrity and authenticity in the products they buy. Australian Merino wool is completely natural, biodegradable, sustainable (see note below) and authentic, making it a sound choice for retailers, suppliers and consumers. We want our new brands to communicate and champion these important ecological messages.”

As the driest continent on earth, Australia has a unique topography and climate. Merino sheep have adapted well to this environment, developing fleece perfectly suited to Australian conditions. Refined over time, wool's natural attributes enhance every garment in which it features.

Coupled with its unsurpassed softness, natural drape, elasticity and breathability, AWI wants to make sure this unique Australian natural fibre is on everyone’s future fashion agenda.

Wool will be marketed like never before through captivating B2B campaigns, shot by two of Australia’s leading fashion photographers Georges Antoni and David Mandelberg, and styled by Australian fashion’s ‘it girl’ of cutting-edge design, Michelle Jank. New licensee programs for the Australian MerinoTM, the Superior MerinoTM and Superior Merino BlendTM brands will be rolled out globally from August 2008.

With a clear vision of the future, AWI will take on the world with fresh ideas in marketing and product development, and encourage and assist the entire supply chain to work towards environmentally sustainable and ethical production methods to satisfy today’s consumer.