SmartWool Difference - pushing the boundaries of Merino. The SmartWool story started on a rugged Colorado ski slope with the belief that toes didn’t have to be cold. One simple pair of Merino socks challenged the conventional wisdom and forever changed the way outdoor enthusiasts looked at their feet. It’s not just about the Merino, though. It’s what they do with it that makes SmartWool different. For over 20 years, SmartWool's been pushing the boundaries of Merino to create smarter, more capable products from head to toe.