Woolmark is a trademark owned by Australian Wool Innovation Limited (AWI). AWI licenses this trademark to be used by affiliated vendors on their products as an assurance that the product conforms to a set of standards laid by the organization. AWI claims that the mark is employed on textile products as an assurance that the product is made of 100% pure new wool.
The brand was owned originally by the International Wool Secretariat founded in 1937, which later became the Woolmark Company Private Limited. The trademark came to the ownership of AWI in 2001.