SmartWool Socks

And you thought socks were just socks.

Think again. And think some more. Eventually, if you think on it long enough, you are likely to be attracted to the charms of SmartWool Socks.

Founded by New England ski instructors, the SmartWool Sock company dedicated itself to an excellent cause: feet that could not be kept warm. After a variety of failed attempts with various fabrics, the founders reverted to an oldie but goodie - wool. There’s only one problem. The same problem that oldie but goodie has always had: wool is itchy. And it shrinks.