About SmartWool SmartWool wants you to positively change in the world, play, and do business. SmartWool believes in capitalism with a conscience and they acknowledge an accountability to all humankind, demonstrated through compassion, active kindness, and respect. SmartWool accepts responsibility for their mistakes while always learning and growing from them, while also standing firm in the face of adversity and doing what they can to help others turn failures into positive results. SmartWool believes their actions speak louder than their words and that both must be consistent and sincere, which is why they remain steadfastly committed to action and for getting things done efficiently without sacrificing quality. When you buy SmartWool, you become the last stop in a supply chain that feels good all along the way.