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One fibre, four seasons. American Wool reaches out with a brand new look.

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

"We saw a need to educate the consumer about American wool,"said ASI Director of Wool Marketing Rita Kourlis Samuelson. "The new website is the best way to reach an audience that is ready to embrace products made with natural fibres."

Learn more about the high-performance traits of American wool with Wool 101, with sections on wool science, the care of wool products, and more.

Complete the American Wool experience by following them on Facebook, Twitter and Pinterest.

Images coutesy of AWC.