We believe that joy starts at your feet. Your feet, after all, determine how you’ll spend your day. With 24 years of expertise in Merino knitted socks, we constantly strive to bring new ideas and innovations – and this year, we’re taking a step outside the knitting needle to deliver fun, funky printed patterns to the comfort and performance properties you love about Merino wool. Whether you’re catching up with an old friend over beers or walking Fido to the park, why not do it in style with fun crew socks?
Introducing Smartwool’s new Curated sock, a printed Merino wool sock with personality.
Traditionally, all of our Merino wool socks have been knit with pre-dyed yarns. We’ve been able to create a wide array of patterns with knit, but the technology can only go so far. Naturally, we wanted to go farther to create crew socks with designs that are even bolder and brighter. With printed wool socks, the sky is the limit. Print yields a wonderful aesthetic and offers complete freedom with colors and patterns that are just not possible with knit.
The idea of creating printed Merino wool socks has been floating around at Smartwool for more than a decade, but it wasn’t until two years ago that the technology was available to print on socks in the U.S.A.
Socks made in the U.S.A. using the finest Merino from around the world are the heart and soul of Smartwool. As one of our core values, we are steadfast on this commitment.
“Remaining in the U.S. was really important to us,” shares John Ramsey, Smartwool Director of Sock Development. “We didn’t have the means to develop the technology ourselves, but we kept looking at print manufacturing companies to see if anything could be modified to print on a sock. We were always looking, always keeping our eyes open for a solution.”
We partner with a family-owned mill in North Carolina known for its skilled craftsmanship. When we discovered the right machine to print on wool socks, we jumped on the opportunity and placed the order. The machine arrived at the factory with a twist, the instructions to operate it were in Chinese.
“Unfortunately, the technician who was set to arrive for installation and training could not make it to the United States. This presented its own set of challenges,” shares John. “We basically had to translate the manual and put many hands on deck to figure out how to run the machine. It was a significant learning curve, but by going thru these steps we have a much deeper knowledge on print, specifically on Merino.”
As you might expect, there aren’t many similarities between knitting and printing. We faced a massive learning curve with print, but dove right in. It was a brand-new world waiting to be explored.
Those first iterations were full of trial and error. Socks were coming out looking like your science class tie-dye experiment. Colors were bleeding and fading quickly after washing. Our team was absolutely not willing to compromise on quality, so we kept pushing forward, trying new things to create a one-of-a-kind, superior product.
Once all the variables were dialed in, the color and definition were spot on. The socks are printed on a circular mandrel, instead of a flat print. This means the print goes all the way around the sock producing a clean, seamless, 360-degree pattern. The artwork, all original designs, come from the minds of our Smartwool product design team in our Boulder, CO office.
Print has remarkable potential. During the testing phase, a team member took a selfie and printed it on a sock. It came out looking just like the real deal. Printed wool socks allow us to remain at the top of trends and respond to the changing needs and tastes of consumers. There is incredible versatility in what we can bring in the future.
“We think these are the highest quality printed socks on the market,” shares Sue. “They are a great casual sock, but will also perform through all your everyday activities. I think these socks will surprise and delight our customers. They are used to seeing knit and outdoor patterns, and we’ll continue to do that. But, we are also now able to bring amazing artwork to life in a different way.”
Smartwool’s Curated socks are inspired by the places we play, and speak to the emotions of how we dress in the morning. How are you feeling today? Let your feet make a statement.