Founded in 1994, SmartWool introduced wool to the world as a natural, 100% renewable performance fiber that is more comfortable than anything else on the market. Using the finest New Zealand Merino wool, we made the most comfortable socks on the planet. Once people tried them, they were hooked on ultra soft, exceptionally breathable, all-natural SmartWool. Years later, SmartWool is still innovating. From socks back in '94 to a long list of super soft performance and lifestyle apparel and accessories, there's always a time to spoil yourself in SmartWool!