SmartWool was born with comfortable performance in mind. The founders were New England ski instructors struggling to keep their feet warm. After trying a variety of materials, they rediscovered an age-old classic: wool. But while these socks may have been warm, they were itchy and shrank. So they worked on a process to make them soft and easy care. Smartwool was born!
Smartwool was born on a simple tenet: keeping feet comfortable on the slopes. But it was a hard sell. Try as they might, they couldn't initially convince others of the material's merits. No one believed that a wool sock could be anything but itchy. Out of frustration, they finally challenged people to try them. And this simple tactic changed the course of SmartWool forever and pioneered a new market transformation for wool performance products.