Latest Smartwool News & Updates

See the latest news and media coverage for Smartwool. We track all announcements, press releases, and industry mentions in real time, all in one place.

Smartwool

Merino wool outdoor apparel and accessories brand

smartwool.com

Headquarters: Denver, United States
Founded year: 1994
Company type: Public company
Number of employees: 125–200
Industry: Apparel & Accessories

Last updated Today

Latest news about Smartwool

In short: Smartwool secured partnerships with Alterra Mountain Company and Life Time while receiving multiple industry and product excellence awards.

Company announcements

July 22 Smartwool

Smartwool is hiring a Sales and Marketing Coordinator

The role supports the US wholesale business and requires a passion for the outdoors and organization skills.

14 October 2025 Smartwool

Smartwool partners with icebreaker and Alterra Mountain Company

The collaboration designates Smartwool as official sock, base layer, and mid-layer partner for select Alterra resorts and Ikon Pass network

9 October 2025 Smartwool

Smartwool featured in Field Mag circular gear list

Smartwool emphasizes moving toward a circular business model with Repair, Resell, and Upcycled Gear initiatives.

19 August 2025 Smartwool

Smartwool joins Mountain Source Bike Camp in Steamboat Springs

The camp emphasized collaboration among reps, retailers, and partners, with gravel rides and mountain biking.

Media coverage

August 10 大允律师事务所

Who Bought Out Smartwool: Unpacking the VF Corporation Acquisition and What It Means for the Beloved Merino Wool Brand - dayunlvshi

It’s the brand many of us reach for when we need reliable warmth, moisture-wicking capabilities, and all-day comfort, whether we’re conquering a mountain trail or...

April 14 Outdoor Sportswire

Smartwool Announces Sponsorship Agreement with Life Time

Smartwool announced an agreement with Life Time that will bring high-performance Merino wool socks and performance apparel, as well as immersive brand experiences to Life...

April 3 Ticker Report

V.F. Corporation (NYSE:VFC) Receives Average Rating of “Hold” from Brokerages - Ticker Report

VF Corporation, commonly branded ... footwear and accessories under marquee names such as The North Face, Vans, Timberland, Dickies, JanSport and Smartwool....

20 October 2025 vfc.com

Smartwool and icebreaker Announce Partnership with Alterra Mountain Company

Industry leaders bring the natural performance benefits of Merino wool to mountains across North America. Smartwool® and icebreaker®...

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