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    The Smartwool story started on a rugged Colorado ski slope with the belief that toes didn’t have to be cold. One simple pair of Merino socks challenged the conventional wisdom and forever changed the way outdoor enthusiasts looked at their feet. It’s not just about the Merino, though. It’s what we do with it that makes Smartwool different. For over 20 years, we’ve been pushing the boundaries of Merino to create smarter, more capable products from head to toe.
    Smartwool company was founded in order to give people comfort. Smartwool founders were instructors skiing in England, so knew firsthand the need to dress comfortable and convenient. After a long search among the many materials that they have chosen the best and most suitable material - wool. But as you know, natural wool tends to slide down and decrease in size after washing. Therefore, the creators of Smartwool developed a special process to make things Smartwool soft and comfortable.
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