Smartwool is an outdoor apparel manufacturer based in the United States that produces Merino wool clothing, socks, and performance products. It was established in the year 1994 in Steamboat Springs, Colorado, by ski instructors Peter and Patty Duke. The brand began with high-performance ski socks and was one of the first companies to make use of Merino wool to make technical outdoor apparel and has helped provide comfort in cold-weather apparel.
The main business of the company is based on products of merino wool, such as merino wool socks, merino wool base layers, activewear, undergarments, and outdoor wear. The use of merino wool is core to its product strategy because of its natural attributes of managing moisture, temperature, softness, and odor resistance, which make it applicable in activities such as hiking, skiing, running, and daily use.
Smartwool enjoys the benefits of global sourcing, production, and distribution channels while at the same time retaining its niche status in performance wool clothes.
The products are sold by the company on the basis of a direct-to-consumer e-commerce platform, retail partners, and specialty outdoor stores across the world. Its products have an array of entry-level to high-performance apparel, and it heavily focuses on durability, comfort, and technical functionality.
Smartwool is also dedicated to sustainability and responsible sourcing, such as its promise to produce wool ethically and long-term relationships with suppliers, such as the New Zealand Merino Company. It has come up with initiatives such as recycled-material products (such as Second Cut™ fleece) in order to minimize environmental impact.
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