Smartwool began in 1994 in Steamboat Springs, Colorado — a mountain town where cold days, deep snow and an active outdoor life are part of the everyday.
The idea started with something simple: better socks.
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BRAND STORY
MORE THAN 30 YEARS OF MERINO EXPERTISE
For more than three decades, Smartwool has continued to explore what Merino wool can do.
Naturally soft, breathable and odor resistant,
Merino wool helps regulate body temperature and manage moisture
keeping you comfortable across changing conditions and activities.
Smartwool combines these natural benefits with technical construction and thoughtful design
to create products for running, hiking, skiing, travel and everyday movement.
START WITH YOUR FEET. GO ANYWHERE.
Smartwool believes that some of the best adventures start from the ground up.
From everyday socks to technical performance styles engineered for running and hiking,
decades of experience have made socks one of the defining parts of Smartwool.
Different cushioning. Different heights. Different activities.
But all designed around the same idea — helping your feet feel better wherever they take you.
Go Far. Feel Good.™
BRAND BEHIND PARTNER STORY
Smartwool joined Thai Outdoor Group in 2026, bringing more than 30 years of
Merino expertise and a new perspective on performance to Thailand.
Together with Icebreaker, Smartwool represents another step in TOG’s ambition to build a Wool & Natural Performance destination in Thailand
a place where people can discover, understand and experience the benefits of natural performance materials.
From performance socks and next-to-skin layers to running, hiking, travel and everyday life,
TOG aims to make Merino wool more accessible and relevant to the way people move and live in Thailand.
More than products, we want to build knowledge, experience and expertise around natural performance.