SmartWool is an American company founded by New England ski instructors Peter and Patty Duke in Steamboat Springs, Colorado in 1994 and acquired by the Timberland Company in 2005.[2][3][4] The company makes eponymous products primarily from treated merino wool.[5] SmartWool claims that this proprietary treatment makes its products itch-free and resistant to shrinking.[6] SmartWool is also claimed to have moisture-wicking performance and odor-reducing, anti-microbial properties; it is thus marketed primarily as performance apparel.[5] Reviews for SmartWool products are typically found in the context of equipment for hiking and other outdoor activities.[7][8]

In 2005, SmartWool implemented the requirement that its New Zealand wool suppliers no longer practice mulesing.[9] In 2010, SmartWool signed a contract to exclusively source its Merino wool from the New Zealand Merino Company.[10]