SmartWool was founded in 1994 by two ski instructors who wanted to keep their feet warm and comfortable on the slopes. Through a process of experimentation, the pair rediscovered the classic benefits of Merino Wool and set up the company in Steamboat Springs, Colorado. The focus was on developing a product that was soft and wouldn’t shrink. 20 years later, SmartWool is a leader in the active outdoor market, having expanded beyond socks into apparel and accessories. In 2010, SmartWool signed a contract to exclusively source its Merino wool from the New Zealand Merino Company with all its wool being traceable.
