Smartwool Performance Apparel

Smartwool is a pioneer in the performance apparel industry, founded in 1994 in Steamboat Springs, Colorado. The brand revolutionized the use of Merino wool by creating itch-free, moisture-wicking, and odor-resistant socks and clothing designed for outdoor enthusiasts. By utilizing high-quality New Zealand Merino wool, the brand established itself as a leader in sustainable and high-performance base layers and accessories.

While the brand originated in the American Rocky Mountains, its manufacturing footprint is now global to meet international demand. Much of its technical outerwear and smartloft jackets are manufactured in Vietnam, while many of its signature performance socks continue to be knitted in the United States. Today, the brand is a key subsidiary of the VF Corporation, ensuring high standards of ethical sourcing through programs like the ZQ Merino partnership. The corporate headquarters remains in Denver, Colorado, under the umbrella of its multi-national parent company.