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SmartWool was born with comfortable performance in mind. SmartWool's 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. But, while these socks may have been warm, they were itchy and shrank. So they worked on a process to make them soft and easy care. SmartWool was born on a simple tenet: keeping feet comfortable on the slopes.