We exist to bring comfort, confidence, and community to a life lived outside

What is Smartwool?

We were the first outdoor company to make performance Merino wool ski socks—revolutionizing the category and forever changing the way outdoor enthusiasts viewed their feet.
Our whole brand was built on the desire to be comfortable on outdoor adventures—we wanted to go farther and experience more. And that drive continues to fuel everything we do. From our Merino wool supply chain to our Smartwool advocacy program to how we design our socks and apparel, we exist to help you play, live, and laugh in the great outdoors as often as you would like.

So, what is Smartwool?

We are a group of insatiable outdoor adventurers who want to share the joy of crisp powder turns, try-hard first ascents, scrambly summit sunrises, pine needle-cushioned hikes, and s’more-filled weekends with everyone.

And we share those things by creating Merino wool clothes designed to help you go far and feel good. We help people experience powerful, beautiful moments in the outdoors by working to remove distraction like clammy base layers and blistered feet, so you can focus on the adventures right in front of you.

We exist to enable your every adventure, whether it’s taking your dog for a walk on a chilly morning or summiting an unclimbed peak in the Himalayas.