SmartWool was born with comfort in mind. Founded in New England by ski instructors struggling to keep their feet warm. After trying a variety of materials, they rediscovered an age-old classic: wool. But while these socks may have been warm, they were itchy and shrank. So they worked on a process to make them soft and easy care. SmartWool was born on a simple belief: keeping feet comfortable on the slopes. Instead of getting clammy, the SmartWool socks stayed dry, soft and comfortable. The founders then realized that they had to get their socks on as many people as possible to let them speak for themselves. SmartWool launched its everyday-use lifestyle line in 2004, bringing extraordinary comfort to daily life with fun, fashionable designs. Both socks and apparel now enjoy worldwide distribution, satisfying the needs of walkers, runners, skiers, cyclists, climbers, hikers and anyone else who enjoys the comfort and performance the company’s founders discovered more than 10 years ago on those cold slopes of New England.