SmartWool was born with comfort in mind. The founders were New England ski instructors struggling to keep their feet warm. After trying a variety of materials, they rediscovered an age-old classic: wool. SmartWool invented a process to make wool soft and easy to care for, and in 1995 Backpacker tested Smart Wool socks against all other comers, awarding it its coveted Editors’ Choice award for best hiking sock. Today, SmartWool mens and women's socks and clothing are enjoyed by cyclists, runners, walkers, hikers and anyone else who enjoys the luxurious feel of soft Merino wool.