Value proposition

go far. feel good.

We exist to bring comfort, confidence, and community to a life lived outside.

The Smartwool community is a collection of people who believe that time outside is valuable, restorative, and essential for everyone.

When we started making socks back in 1994, our founders simply wanted to be able to ski longer without getting cold toes.

We were the first outdoor company to make performance Merino wool ski socks—revolutionizing the category and forever changing the way outdoor enthusiasts viewed their feet.

Our whole brand was built on the desire to be comfortable on outdoor adventures—we wanted to go farther and experience more. And that drive continues to fuel everything we do. From our Merino wool supply chain to our Smartwool advocacy program to how we design and innovate our socks and apparel, we exist to help you play, live, and laugh in the great outdoors as often as you would like.

Smartwool, a VF Company
VF Corporation is one of the world’s largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish most through a family of iconic outdoor, active and workwear brands including Vans®, The North Face®, Timberland® and Dickies®. Our purpose is to power movements of sustainable and active lifestyles for the betterment of people and our planet. We believe that when you discover the difference between a career and a calling, you get so much more out of life. When those lines begin to blur, you start to limit yourself much less and start aiming for more. That’s what we want for everyone who joins us at VF. And frankly, that’s what it takes to thrive here too. For more information, please visit vfc.com.

Merino Wool Apparel, Merino Wool Socks, Outdoor Performance Apparel, and High Performance Base & Mid Layers