Smartwool

In 1994, former ski instructors Peter and Patty Duke were struggling to stay warm on the slopes of Steamboat Springs, Colorado. Frustrated by cold, wet feet in ordinary wool socks, they discovered something remarkable: Merino wool was softer than regular wool, sustainable, and naturally regulated foot temperature while keeping feet dry. From their garage, they pioneered the first outdoor performance Merino wool ski socks - forever changing how outdoor enthusiasts thought about their feet and revolutionizing an entire industry.

Today, Smartwool remains committed to that original spirit of adventure and comfort. As part of VF Corporation's family of iconic brands including The North Face, Vans, and Timberland, Smartwool continues to innovate with Merino wool technology. The company creates socks, base layers, and apparel designed to help people go farther and feel better in the outdoors. Their Second Cut recycling program has collected nearly 2 million old socks, turning them into brand-new products - a testament to their commitment to sustainability. From trail runners to weekend hikers to everyday adventurers, Smartwool exists to bring comfort, confidence, and community to a life lived outside.