Smart wool is an American company founded by New England ski instructors Peter and Patty Duke in Steamboat Springs, Colorado in 1994. In 2005 The Timberland Company acquired Smart wool and in 2011 Smart wool became a subsidiary of VF Corporation upon VF Corporation’s acquisition of The Timberland Company. The company makes eponymous products primarily from treated merino wool. Smart wool claims that this proprietary treatment makes its products itch-free and resistant to shrinking.
Smart wool is also claimed to have moisture-winking performance and odor-reducing, anti-microbial properties; it is thus marketed primarily as performance apparel.
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