Smartwool

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Ski socks were the first product made by Smartwool but Smartwool has become renowned for high quality, high performance merino wool socks for many other different outdoor pursuits as well, including snowboard socks, hiking socks, running socks and comfortable socks for casual everyday wear - all made using ultra soft merino wool.
Beyond socks, Smartwool has expanded into a full range of merino wool clothing and accessories for men, women and children. These include underwear, base layers, mid-layers, sweaters, jackets, hats, and gloves for skiing and all active, outdoor lifestyles. Smartwool's focus remains on creating high-performance gear that provides exceptional comfort and durability for outdoor enthusiasts.

When Smartwool started making socks back in 1994, their founders simply wanted to be able to ski longer without getting cold toes. That's when they discovered the benefits of Merino wool as a performance fabric. It was soft (softer than any wool they had ever felt), moisture-wicking, thermoregulating (warm when it’;s cold and cool when it’s warm), sustainable and odour-neutralising - helping to keep feet dry, comfortable and warm for longer than the synthetic socks they were wearing at the time.