Smartwool

Smartwool is an American company that specializes in clothing made primarily from treated merino wool. The company was established in 1994 by ski instructors Peter and Patty Duke in Steamboat Springs, Colorado. The brand has become synonymous with high-quality woolen products that offer comfort and performance, especially in outdoor and athletic settings.

The wool used by Smartwool undergoes a proprietary treatment process that enhances its natural qualities. This treatment makes the wool itch-free and resistant to shrinking, which is a significant advantage for consumers looking for durable and comfortable clothing. The brand's products are known for their moisture-wicking performance and odor-reducing, anti-microbial properties, making them ideal for activities ranging from skiing to hiking and everyday wear.

Smartwool's commitment to quality and performance has led to a range of products that include base layers, socks, and other apparel designed for both men and women. The company's focus on merino wool stems from its inherent qualities that make it soft to the touch, excellent at regulating temperature, and naturally resistant to odors. These characteristics have allowed Smartwool to create products that keep wearers comfortable in a variety of conditions, whether they're braving the cold on mountain trails or simply going about their daily routines.

In addition to its product offerings, Smartwool is also known for its dedication to sustainability and ethical practices. In 2005, the company took a stand against mulesing, a controversial practice in wool harvesting, by requiring its New Zealand wool suppliers to end the practice. This move reflected the brand's commitment to animal welfare and sustainable sourcing. Furthermore, Smartwool has been a subsidiary of VF Corporation since 2011, following VF Corporation's acquisition of The Timberland Company, which had acquired Smartwool in 2005.

Smartwool continues to innovate and expand its product lines, always with the core ingredient of merino wool at the heart of its designs. The brand's mission extends beyond just creating clothing; it aims to enhance the outdoor experiences of its customers by providing apparel that allows them to enjoy their adventures without the distractions of discomfort. With a focus on openness, advocacy, action, inclusivity, and fun, Smartwool encourages people to go far and feel good in their pursuits.