1–2 Mar 2025 317 days to go! #BostonRunShow


Over 25 years ago, Smartwool, founded in Steamboat Springs, Colorado, was the first outdoor company to make performance Merino wool socks—revolutionizing the category and forever changing the way outdoor enthusiasts viewed their feet. The brand wanted to enable people to spend more time outside—specifically, to keep toes from getting cold while skiing. They were able to harness the beneficial properties of wool — it’s insulative, even when wet, moisture-wicking, and odor resistant — to create a technical sock while eliminating wool’s biggest issue: itchiness. And since then, they been innovating sock technology, pushing the boundaries of Merino wool, and finding new ways to bring comfort, confidence and community to a life lived outside.

Today – Smartwool makes socks for virtually every activity from running, to hiking to hunting to casual – as well as their best-selling Merino base layers, underwear, and athletic wear to enable your every step, send, and summit. Every thread, every knit, every stitch is meticulously placed and designed to make sure you can focus on adventure after adventure without distractions. Perhaps the most underappreciated piece of gear in your kit – a good – or bad – pair of socks can make or break your day. Smartwool socks can be the difference between a run that is rewarding, fun, explorative – a memory you want to keep vs. one that was painful because you got blisters and an experience you never want to have again.

Beyond bringing the magic of merino to adventurers around the world, Smartwool has a deep commitment to conserving outdoor places we all love to explore and is actively working towards making them more accessible for all people. Through their advocacy, social impact, and sustainability efforts, the Smartwool brand has become much more than a sock and apparel brand, but rather a steward for environmentalism, community, and the outdoors.