The industry thought they were just a little crazy. The standard was set long ago, with cotton and synthetic materials customary for making up what goes in your socks. The idea that wool, coarse and difficult as it is, could be useful in an athletic sock was pretty out there, and the folks at Smartwool knew that. Aware they had an uphill battle ahead of them, Smartwool refused to relent, and for the last couple of decades they’ve proven themselves time and time again, making a name for themselves in spite of first impressions. You can’t judge a book by its cover, and you can’t deem a pair of socks uncomfortable just because they’re made with wool. On the contrary, as Smartwool has been providing the athletic world with some of the best fitting and best feeling socks, apparel and undergarments available today.
How authentic can you be? That’s a question posed by Smartwool president Mark Satkiewicz, speaking to the fact that their brand is run by people who carry a passion for the outdoors in every inch of their being. Passion being the key word here – the passion held by Smartwool’s fans help drive how the company operates, with a mutual admiration fueling the brand’s creative force. Knowing they would have to put up a fight to even get to that point, Smartwool’s grassroots campaign got underway just over twenty years ago, with actually putting the product in their potential customer’s hands playing a big part in turning potential customers into brand enthusiasts.
Today, Smartwool’s massive success has propelled them to push the brand in a number of exciting new directions, moving well past just socks and into an array of different apparel. With baselayers, undergarments and even outerwear part of their product line, Smartwool has grown well past simple footwear and into a full-fledged athletic brand. “The desire to go outside” is what drives the team at Smartwool, a company built by those who loves the outdoors for those who love the outdoors.