Our Story


Founded in 1994 in Steamboat Springs, CO, we were the first outdoor company to create performance Merino wool ski socks, revolutionizing the category and forever changing the way outdoor enthusiasts viewed their feet. Since then, we've continued to innovate and perfect our craft, pushing the boundaries of what's possible with Merino wool.

Merino wool is the key ingredient in almost every item we make. It's soft, manages moisture, regulates temperature, and resists odors. Merino wool is what makes our base layers, hiking socks, running socks, and other outdoor apparel so incredibly comfortable and effective in any condition.

It all started in 1994 when our founders simply
wanted to ski longer without getting cold toes.

Our Purpose

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 products with Merino wool at their core—designed to help you go far and feel good.

We believe that time spent outside is invaluable, restorative, and essential for everyone. We help people experience powerful, beautiful moments in the outdoors by working to remove distractions like clammy base layers and uncomfortable feet, so you can focus on the adventures right in front of you.

Our Values

At Smartwool, we're committed to transparency, sustainability, and getting out there. And we're serious about having fun while doing it. We believe that taking care of the planet is just as important as equipping you to explore. That's why we're constantly striving to improve our Merino wool supply chain, reduce our environmental impact, and work with our advocacy partners to help protect wild places and increase equitable access for anyone looking to spend more time outside.

05Fun Loving