Switchback Spring, June 16-18, 2025 in Nashville, TN
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Switchback at TRE, December 2-4, 2025 in San Antonio, TX

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Smartwool’s Next Chapter: Pioneering Merino Innovation for a Sustainable and Active Future

Smartwool was born in 1994 in Steamboat Springs, Colorado, when its founder wanted a ski sock that would allow them to stay out longer and with dryer feet. The solution birthed an entire industry and pioneered the idea that Merino wool was indeed a performance fiber.

Since then, the company has grown, been acquired twice and continues to push the boundaries of what’s possible with Merino, touting the fiber’s characteristics: it is soft, manages moisture, regulates temperature, resists odors, is incredibly comfortable and effective in almost any condition.

We were able to catch up with Smartwool’s Margot Hannaford, Director of Wholesale, Americas, at the recent Switchback at TRE industry gathering in Austin, Texas, to see where the brand is heading in 2025 and beyond.

“The pandemic of 2020 disrupted the cadence of industry trade shows, so it’s exciting to see more and more events coming back on the calendar,” Hannaford said. “We are inspired by those who live and play in the mountains, so meeting the consumer, our retailers and other outdoor and running brands provides us with an opportunity to learn and ultimately drive for creating better consumer experiences through our product.” Smartwool is also planning on attending Switchback Spring in Nashville.

So how has Smartwool stayed in step with an evolving consumer? “Smartwool’s primary mission is to get people moving outside, so we are so excited to see increased outdoor participation over recent years, and it’s great to see that these levels are only going up,” Hannaford explained. “The consumer is at the core of Smartwool.”

Switchback is a great fit for this legacy brand because it is a major player in both outdoor and run specialty. “Mountain Sports will always represent the origin of the brand, but our products are relevant for more than just traditional mountain sports. Merino, as the key ingredient for our apparel and socks, is known for its performance in cold weather, but what is not as well known is that merino wool also performs in hot weather and during high intensity activities.

Unlike traditional wool, merino wool is soft and not scratchy. It’s also breathable and wicks moisture away from the skin, helping keep you cooler and drier,” said Hannaford. “So, while Smartwool is best known for socks and base layers, we are leaning into other apparel categories. The team continues to develop the active product assortment, and this season introduced cold weather run apparel at REI in conjunction with Altra, who integrated merino into the upper of their well-known Escalante shoe.”

Hannaford emphasized that circularity, sustainability and transparency are also critical for the brand going forward. “While most apparel brands in the running industry are dominated by synthetic products, we use our focus on natural and sustainable fibers to challenge the status quo,” she said. In April 2023 they introduced the Second CutTM Hike Sock, made with repurposed yarn from the Second Cut™ sock takeback program that launched in 2021. “We are continuing to innovate with this repurposed yarn as a post-consumer waste solution and we are excited to launch products using pre-consumer waste in 2025.”

At in-person events, through wholesale partners, and other channels, Smartwool has evolved, Hannaford says, but sticks to its founding principles: time spent outside is invaluable, restorative, and essential for everyone.

Picture of Aaron Bible

Aaron Bible

Contributing Writer

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