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Over a decade ago, SmartWool entered the marketplace as a natural in a plastic world. SmartWool was instantly different simply by questioning the wisdom of modern ways - namely the philosophy that synthetics were best. They chose merino wool as the performance fiber of choice for its performance and comfort, and the fact that it's a natural, renewable resource. If imitation is the sincerest form of flattery, it worked. After pioneering and perfecting its use in performance products, today many other brands are following their lead. Back then less than 5 percent of all performance socks used wool, today wool is used in more than 70 percent of all performance socks. Yet, SmartWool continues to be different by just being themselves and how natural is that? Why SmartWool? While other manufacturers were busy cementing their equity in synthetics, they have always believed the best performance fiber is a natural one. Wool works better than any other fiber across more weather conditions and is entirely renewable, growing back on the same sheep, year after year. Their natural breathable fibers transport moisture off the skin faster than any other material on the market. Their sheep come in for their annual haircut and then roam free for the remaining 364 days of the year, creating a viable, sustainable industry year after year. Their 'Smart' process makes their fibers itch free and easy to wash and dry. Lastly, SmartWool products are naturally odor free without adding harsh chemicals or heavy metal overlays.