Smartwool Merino Wool Apparel

Smartwool was founded in 1994 by Peter and Patty Duke in Steamboat Springs, Colorado. The brand was a pioneer in the outdoor industry by being the first to create performance-based merino wool socks that were soft, moisture-wicking, and odor-resistant, effectively changing the perception of wool from a scratchy material to a high-performance textile.

While the brand maintains deep roots in the United States, its manufacturing is now global to meet international demand. Many of its signature socks continue to be produced in the USA, while other apparel items and accessories are manufactured in various locations worldwide, including Vietnam and China.

In 2005, the brand was acquired by Timberland, which was subsequently acquired by VF Corporation in 2011. Today, Smartwool is a key subsidiary of the VF Corporation portfolio, sitting alongside other major outdoor and lifestyle brands like The North Face and Vans. The brand remains headquartered in Denver, Colorado, maintaining its identity as a leader in sustainable and natural performance wear.