Smartwool

Smartwool has built its reputation on Merino wool products that offer natural temperature regulation, moisture-wicking, and odor resistance—ideal qualities for outdoor enthusiasts in Canada’s varied climates. Founded in 1994 in Steamboat Springs, Colorado, Smartwool became part of VF Corporation in 2011 via VF’s acquisition of Timberland, which had acquired Smartwool in 2005.

Smartwool’s product line includes socks, base layers, shirts, and accessories designed for hiking, skiing, running, and general outdoor use. Their focus on sustainability is evidenced by early commitments to responsible wool sourcing—such as ending mulesing in New Zealand suppliers from 2005 and sourcing Merino exclusively from the New Zealand Merino Company from 2010.

Performance walkers and hikers appreciate the brand’s durability and fabric comfort, though some reviews note that pricing is higher than generic synthetic options—an expected tradeoff for premium natural fibers and thoughtful design. The 100% satisfaction guarantee reflects confidence in product quality and offers reassurance to buyers.

Smartwool’s Canadian site caters to local preferences with sizing and pricing adjusted in Canadian dollars, and delivers the same trusted Merino-based performance globally. The site emphasizes outdoor living, offering product education, fit guides, and care instructions to maintain wool longevity.