Australian Wool Innovation has launched a new-look Woolmark as well as a new exclusive Australian Merino brand, which it says represents an evolution of the Australian Merino anniversary logo which was first showcased on the global stage in 2007.

According to AWI, the Woolmark's has taken on a fresh look and licensee program for "today's smarter, greener world".

The Woolmark is one of the world's best known brands and has been applied to more than 2 billion garments since the creation of the original mark in 1964.

A Millward Brown survey of 22,000 consumers in 10 key markets in 2006 showed more than 95pc of respondents recognised the Woolmark, and most associated it with high quality apparel.

But AWI chief executive Craig Welsh said that as the "apparel market evolves, so must the Woolmark brand".

AWI research shows consumers demand to know more about the products they use.

In response to this trend, the Woolmark and Woolmark Blend brands and standards will be updated.

"We have worked over many months to develop a brand stable that offers new and existing licensees tangible benefits for using Australian Merino wool," Mr Welsh said.

Mr Welsh said the new Australian Merino brand, also launched today, "symbolises uncompromising quality".

"In developing this brand, AWI has captured the ultimate in natural luxury, representing the best Australia has to offer," Mr Welsh said.

"It is a celebration of excellence, providing a point of difference for Australian Merino garments, retailers and brands around the world."

According to AWI, the Australian Merino brand is reserved exclusively for use on the finest quality apparel.

It says it is offered only to "the world's most discerning designers, manufacturers and retailers, with invitations extended to those who share AWI's passion for the finest apparel".

"To be invited to use the Australian Merino brand signifies that your product is acknowledged for its ultimate luxury and unrivalled quality," Mr Welsh said.

Leading Japanese retailer Isetan and Herringbone Australia are two companies which have been offered this privilege.