The Smartwool community is a group of people who believe that time outdoors is valuable, restorative and essential for everyone.
When we started making socks in 1994, our founders simply wanted to be able to ski longer without getting cold toes.
And then they discovered the benefits of merino wool as a high-performance material. It was soft (softer than any wool they had ever felt), moisture-wicking, thermoregulating (warm when it's cold and cool when it's hot), durable, and odor-neutralizing—keeping feet dry, comfortable, and warm longer than with the synthetic socks they wore at the time. It worked so well, we use this material in almost everything we make.
We were the first outdoor company to make high-performance merino wool ski socks, revolutionizing the industry and forever defining changed the way outdoor athletes looked at their feet.
Our entire brand was based on the desire to be comfortable on outdoor adventures—we wanted to go further and experience more. And that motivation remains the driving force behind everything we do. From our merino wool supply chain, to our Smartwool promotional program, to how we design our socks and apparel, we exist to help you play, live and laugh in nature as much as you want.
