AWI’s trade marketing builds the reputation for, and education of, Australian wool among the global apparel and textile industry through fibre advocacy, fostering and promoting innovation, increasing brand equity for the Woolmark brand and education for designers, retailers and consumers.
The Wool Lab brings together The Woolmark Company’s global supply chain network. Each season, we reach out to the leading spinners, knitters and weavers across the world to source their latest yarn and fabric developments.
To ensure The Woolmark Company remains in a position of global authority and is continually presented as a thought leader to the wider industry, it is essential to invest in media engagement and amplification.
AWI’s first Wool Resource Centre opened in 2016 and is located in Hong Kong. It is a global hub for the fibre, textile and apparel industries to discover the wonders and versatility of Australian wool.