The American Sheep Industry Association and its American Wool Council have launched a multi-faceted campaign to take wool’s incredible story straight to the consumer, including a new website at AmericanWool.org.

A new American Wool logo was launched in 2016 to kick off renewed promotional efforts. The website will work in conjunction with a variety of social media sites to tell American wool’s narrative in a multi-media fashion that includes stories, photos and video.

“What we found is that consumers are not aware that wool is a high-performance fiber,” said ASI Director of Wool Marketing Rita Kourlis Samuelson. “A lot of consumers don’t understand how modern-day wool differs from grandma’s scratchy, old sweater. We saw a need to educate the consumer about American wool, and the new website is the best way to reach an audience that is ready to embrace products made with natural fibers such as American wool.”