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Why Smartwool?

The SmartWool story started on a rugged Colorado ski slope with the belief that toes didn’t have to be cold. One simple pair of Merino socks challenged the conventional wisdom and forever changed the way outdoor enthusiasts looked at their feet. It’s not just about the Merino, though. It’s what we do with it that makes SmartWool different. For over 20 years, we’ve been pushing the boundaries of Merino to create smarter, more capable products from head to toe.

OUR CORE VALUES

At SmartWool, our core values guide our business decisions every day. They inspire us to be better people and to create a better business.

HUMANITY

Compassion, active kindness and accountability to all people.

HUMILITY

Inclusion, respect for others and a willingness to set aside one’s own interests for the common good.

INTEGRITY

Embracing values inspired by community, honesty or artistry.

EXCELLENCE

Seeking and achieving the highest sustainable standards.


BORN. MADE.

At the heart of our products is the highest quality Merino yarn available, from sheep raised in some of the most amazing places on earth. Places like the beautiful ranches of New Zealand and Uruguay.

But that’s only part of our story. The timeless craftsmanship found in the American Southeast skillfully transforms fiber to form, ultimately making the world’s best performance socks in America.


WE BELIEVE OUR PRODUCTS ARE BEST WHEN THEY’RE MADE THROUGH FAIR, SUSTAINABLE AND MUTUALLY REWARDING PRACTICES.

It also helps that our main raw material — wool — is natural and renewable.

Our partner, New Zealand Merino Company, has developed ZQ, the world’s first Merino wool accreditation program. This program ensures environmental, social and economic sustainability and safeguards animal welfare.

Our Merino sheep enjoy free range, in some of the most spectacular natural settings found today. The environment our sheep enjoy contributes directly to the high quality of the fiber we use. We work with our growers to ensure they’re always using best practices, and in turn, we always endeavor to pay them a fair price.


THE GENIUS OF THE SMARTWOOL LAYER UP SYSTEM IS TWO-FOLD:

LIKE FIBRES

More wool is more comfortable. Two wool pieces work together as one to manage moisture, improve breathability, regulate temperature and, happily, control odor.

THE SYSTEM

Instead of looking at layers individually, we took a "system" approach — designing pieces that not only work independently, but together as well.

Fitting together. Made for each other. Smart layers that are more efficient, with less bulk. The result?

Layered together, they don't bunch or restrict movement, so you can focus on the trail ahead and not your clothing.






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