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Two new identities and logos - Australian Merino for high fashion houses and Superior Merino for everyday consumers - will accompany the relaunch.

A billboard featuring in a scene of the new movie, How To Lose Friends And Alienate People, is designed to do just the opposite for Woolmark clothing.

By placing its products in the movie, which is due to hit Australian cinemas in October, AWI said it hoped to draw in a high-end female audience.

The relaunch also has given AWI a new logo which, like the Australian Merino logo, features a stylised symbol of a ram's head.

The Superior Merino logo draws on the company's traditional triangular logo, which AWI said would still be used in interior furnishing ranges.

AWI's chairman Brian van Rooyen said the relaunch of Woolmark sent a powerful message to customers, the industry and competitors.

"And that message is this: The Australian wool industry is alive and well," he told industry representatives and reporters in Sydney today.

"The Woolmark logo is about to convey that message to the entire world."

All brands deserve freshening up, he added, and Woolmark, which has been around since 1964, "is no exception".

"More than ever, it's the right brand at the right moment in time," Mr Van Rooyen said.

AWI chief executive Craig Welsh said the global swing to eco-friendly products brought fresh opportunities to Australian woolgrowers.

"Active and informed consumers are insisting on greater integrity and authenticity in the products we buy," he said.

"Many people have forgotten just how amazing this fibre is."

Australian merino wool is a natural fibre, takes only a few years to decompose and is sustainable because merino sheep produce a new fleece every year, AWI says.

Models at today's launch attempted to challenge the traditional "chunky" perception of wool with light, silky dresses, and flexible and glamorous knits.

Through its partners, AWI hopes to roll out its new Woolmark branding to Europe and Asia later this year.

(AAP)

The United States is the current chair of the IWC, the international body founded over 60 years ago to be responsible for the conservation of whales. Since that time, a ban on commercial whaling has been instituted, two sanctuaries have been established, and attitudes toward whale conservation have improved. However, Japan, Norway and Iceland have flouted the whaling ban and continue to whale for commercial gain by exploiting loopholes in the IWC Convention. Under the moratorium, these countries have killed more than 25,000 whales, including over 11,000 who were taken under the guise of "scientific research." Norway and Iceland have also resumed the trade in whale meat with Japan, in flagrant defiance of an international ban on such trafficking.

Although the United States was an outspoken proponent of protecting the whales, most recently, US officials have not exercised their leadership position. The whaling ban is now in jeopardy, since the pro-whaling faction has recruited allied nations to join the IWC and convince fellow members that the body is unworkable and at an impasse. Once pro-conservation countries are now on the brink of capitulation and are in desperate need of leadership.

Instead of steering the IWC away from surrendering, the United States is rumored to have initiated deals with the whalers to facilitate a resumption of whaling. Having led international efforts in the IWC to adopt the ban on commercial whaling two decades ago, AWI believes that the United States must stop capitulating to whalers, heed the US Congress, and act now before it is too late.

"Acknowledging the need for strong leadership on the issue of whaling, Senator Kerry's resolution sends the message that the United States must not be bullied into submission by pro-whaling interests," said Chris Heyde, AWI's deputy director of legal affairs. "AWI commends Senator Kerry for his strong stance against whaling, as well as his support for other important animal protection and environmental measures, including an end to horse slaughter and dog fighting."

For More Information:

Chris Heyde, 703-836-4300, chris@awionline.org

For over 57 years, the Animal Welfare Institute has been the leading voice for animals across the country and on Capitol Hill to reduce the sum total of pain and fear inflicted on animals by humans. To learn more about us, please visit www.awionline.org.

SOURCE Animal Welfare Institute

http://www.awionline.org