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DENVER -Wool is the only fiber crafted for the purpose of meeting any purpose. With versatility matched only by the persity of the wearer, wool is the perfect fiber for any season, any occasion. With that in mind, 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

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.”

One fiber, four seasons. Moisture wicking and protecting. Always breathable. Thermal comfort. Consumers can learn about these high-performance traits of American wool on an in-depth basis in a way that’s never before been compiled into one convenient location. Get started at Wool 101, which covers tips for the care of wool products, the types of wool, the science of wool and animal care.

The types of wool section will get you up to date on each step in the process of creating wool garments. Learn about woolen and worsted garments and the difference between the two. Take a look at variety of wool fabrics, from 18.5 micron wool that would be used in base layers to 24.5 micron wool that is common in outerwear.

American wool provides natural protection from the sun’s damaging ultraviolet rays, is anti-allergen, flame resistant and odor resistant. It is nature’s magic fiber, and will help those in search of such benefits find the perfect fit.

A shopping section will link consumers with companies offering American wool products ranging from clothing to blankets. Whether you’re in need of that perfect hiking sock, a winter coat or a blanket for use around the campfire, has you covered.

In addition to using the website as a resource, consumers will find more information on American wool by following along on social media. Check out the following companion pages to at:

ASI is an equal opportunity employer. It is the national trade organization supported by 45 state sheep associations, benefiting the interests of more than 88,000 sheep producers.

Sheep News From Around the World

Sheep News From Around the World

We got this the other day  via the “ASI Weekly – News for Sheep Industry Leaders” and thought you, our readers and attendees, would enjoy the following excerpts:

India Jumps to No. 2 Exporter of Textiles in the World

India is the new No. 2 exporter of textiles in the world, surpassing nations like Germany, Italy and Bangladesh, but still falling behind China, which remains the world’s largest textile exporter.

The numbers are from the Apparel Export Promotion Council, the official body representative of India’s apparel exporters. The numbers indicate that China is, by a significant margin, the biggest textile exporter in the world, accounting for about $274 billion worth of the total $772 billion in exports around the world – that alone equals about 35.5 percent of the market share.

India, by comparison, only shipped out about $40 billion worth of textiles in 2013, enough to put it in second place but lagging behind China by $234 billion. India’s market share is just barely above 5 percent of the total international export scene. Still, the rise to No. 2 is nothing to be trifled, considering that India ranked No. 6 just one year ago, with about $33 billion in textile exports.

“India continues to show promise for U.S. wools,” stated Rita Kourlis Samuelson, director of wool marketing for the American Sheep Industry Association. “India is the second largest importer of U.S. wool behind China, buying approximately 2.4 million pounds of wool in 2012-2013 or 30.6 percent of total U.S. wool exports.”

Reprinted in part from The American Bazaar

World Cup Sheep

It was a “not-so-baaad” performance for Colombia’s wooly warriors. To celebrate the country’s return to the World Cup after a 16-year absence, artisans in the high Andean town of Nobsa put on what they billed as the first soccer match played by sheep. The final result was a 4-3 victory for Colombia over Brazil. See the video at

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