The American Wool Council is looking to raise the profile of its all-natural, sustainable wool fibre to increase the strength of the American industry.
Resurrection
Standard Wool is a group of global companies which sources, processes and supplies wool to the industry. It has operations in the UK, New Zealand, Chile and China, but doesn’t currently work with American farmers.
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However, the American wool industry along with a few small US companies are attempting to put the country back on the wool map.
A Montana-based company called Duckworth is leading the charge for American-sourced wool industry. They are bring processes back to the States and now has a ranch just outside of Montana that has 12,000 sheep.
Campaign
The American Wool Council, a division of the American Sheep Industry Association (ASI), is also working on a new marketing campaign and product tags.
Its first action was to create a new logo for the Council, one which would bring the industry up to par with the products being and created and reflect the strength of American wool.
ASI’s director of wool marketing, Rita Kourlis Samuelson stressed the quality of American wool to just-style.com.
“It’s vital for the wool industry that consumers recognise the value of American Wool. When you look at wool and its values, you come to a natural, premium product that performs at a high level in a variety of circumstances.
“It can be sophisticated and beautiful, but it can also be innovative and dynamic. American wool is known for its unparalleled loft and versatility. The benefits of wool simply can’t be matched by any other natural fibre.”
Logo
The new logo will be used to promote the industry across a number of mediums such as product tags, advertising to the international wool trade community and in promotions for wool customers.
Two logos have been devised which will help separate how American wool is being used. One will be in products made in America, whilst the other will be used in products made elsewhere using American wool.
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