The American Wool Council, a division of the American Sheep Industry Association, has adopted a new look that brings the industry’s image up to par with the products being created everyday with this innovative, sustainable fiber.

The new logo was developed after consultation with the Sterling-Rice Group of Boulder, Colo. and depicts how American wool is vigorous enough to support the U.S. military on the frontlines of battle, yet elegant enough to grace red carpets and magazine covers.

“It’s vital for the wool industry that consumers recognize the value of American wool,” said ASI Director of Wool Marketing Rita Kourlis Samuelson. “When you look at wool and its values, you come back 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 fiber.”

The American wool logo will be featured on product tags, as well as in advertising to the international wool trade community. The logo will also appear in promotions for wool consumers. The American Wool Council will offer two logos, one for products made in America and one for products made elsewhere using American wool. Soon to come is a new consumer-oriented website at AmericanWool.org.

“The American spirit is alive in the fiber, fleece and fabric of natural American Wool,” states an international advertisement featuring the new logo. “This is where happy, healthy sheep are raised to thrive in vast, open ranchlands. It’s where bold shepherds and ranchers are genuine stewards of the earth – constantly seeking sustainable ways to ensure the future of this invaluable industry. This is America, where innovation is celebrated, tradition is respected and high performance reigns.”