SmartWool is a company specialized in making wool apparel and, most famously, socks. It’s not just a brand name, however. SmartWool is also the name of the material they produce comprised of wool, particularly Merino fleece. Like all wools, it is antibacterial, meaning it doesn’t hold onto moisture long enough for bacteria to develop. Bacteria feeding and growing in your socks is the reason a sock or shoe can stink. Breathable materials also keep your feet dry. Wool likewise traps heat even when wet, a very important characteristic for winter-wear. A wet sock that loses all its heat can lead to hypothermia and tissue damage.
Merino sheep wool has a number of special properties. It is the softest and warmest wool available, made of millions of tiny silk-like hairs which cause less abrasion. One Merino sheep fleece supplies ten pounds of wool, enough for forty socks. SmartWool makes up the 30 percent synthetic fibers added to keep the socks from shrinking or burning while still being biodegradable. The brand can also be machine washed, unlike all other wools which need to be dry cleaned.
Wool dropped out of favor in America after synthetic products like polyester and nylon were popularized for clothing during World War II. Companies like Patagonia and North Face continued to create breathable synthetic fabrics throughout the 70s which became mainstream winterwear. In 1994, SmartWool was founded by ski instructors Peter and Patty Duke who imported sheep wool from New Zealand to make better, more natural socks for the cold weather.
With the help of overseas companies like Icebreaker and Ibex, SmartWool opened shop. By 2000, they were selling over 50 different styles of socks. When they joined the Timberland Company in 2005, they branched out into a wide variety of athletic products. While the public was resilient, remembering wool as scratchy, old fashioned and uncomfortable, they eventually gave in, transforming the company into the industry leader for athletic apparel.
