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AWI promotes wool fiber, teams up with brands

Australian Wool Innovation is focused on promoting wool fiber, which means wool suits and wool sweaters. AWI has offices in New York, London, Milan, New Delhi, Shanghai, Hong Kong, Tokyo, San Francisco, and Paris. The Hong Kong office, opened in April, and is the company’s research centre for product development and education. Offices in Milan and London will be the main hubs for company product marketing.

AWI will continue to partner with world’s leading fashion brands and retailers to promote wool as a luxury fiber for high quality performance garments and interior applications. At present, the company is working with various partners and funding around 130 projects across the world. It works closely with some of the most exclusive manufacturing brands in apparel, interiors, and sportswear and continues to administer the Woolmark brand with its licensee partners.

Wool has not traditionally been recognised as a fiber suitable for technical textiles. AWI works with partners through its subsidiary The Woolmark Company to develop new applications for wool as it has with Adidas in its new running shoes. AWI’s main objective is to achieve a stable and profitable wool industry, deliver the best natural fiber to the world, and the best return to its shareholders, the Australian farmers.