Smartwool

(80 products)
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 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.

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