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Lead with Innovation. Inspire Participation.

Smartwool Vision

Our purpose is to create comfort, confidence, and community for life lived outside. So we design our products to enable your every step, send, and summit. Ever since we discovered what Merino could do, we’ve been developing gear with new fabric technologies and design techniques made to help people go farther and feel better in the outdoors.

The Smartwool community is a collection of people who believe that time outside is valuable, restorative, and essential for everyone. 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.

Merino wool is pretty magical. This sustainable, natural performance fiber helps fuel adventures in more ways than we could have imagined when we started making socks over 20 years ago.After figuring out that it was so beneficial in socks, we started making Merino wool apparel designed to enable everything from backcountry skiing to multi-week treks to high-intensity training. We think that Merino wool clothing is key to staying comfortable in the outdoors.


Discover our full range of women’s Smartwool gear. Guaranteed to keep you cool and comfortable on the trail


Shop our full selection of men’s Smartwool clothing. Designed to deliver outstanding comfort on every adventure


Experience unbeatable comfort and performance with Smartwool socks.

Smartwool Bestsellers

Durable, breathable and odour resistant. Smartwool’s high performance gear is designed to keep you comfortable every step of the way. 

More about Smartwool


Honesty glues us together.

We build and maintain trust in each other and our customers through transparency about our company, our vision. and our direction.


We will always protect what we love.

We believe in doing everything we can to sustain and preserve our one-of-a-kind, awe-inspiring environment so that everyone hos the opportunity to experience the joy of the outdoors.


The opportunity to grow will always inspire us.

We relentlessly pursue our goals and embrace the cl,allenges along the way. We know that the most difficult problems are always the most rewarding to solve.


The more we share, the bigger our impact.

The outdoors belong to no one and, at the same time. to everyone. We believe in being compassionate, actively kind, generous. and accountable to all people.


Fun is who we are. It's what we do. It's what we make.

We do what we do because it's fun to help people be comfortable and happy outside. We want our products and culture to inspire joyful. spontaneous. and wild moments in the outdoors for everyone, including ourselves.