Smartwool
Smartwool's Overview
Smartwool is an American company renowned for its innovative use of Merino wool in creating high-performance outdoor clothing and accessories, particularly socks and base layers. Founded on the belief that wool could be soft, comfortable, and itch-free, Smartwool revolutionized the outdoor apparel market. Their products are designed for a range of activities, emphasizing comfort, moisture management, temperature regulation, and odor resistance. Smartwool is also committed to sustainability, focusing on responsible sourcing of wool and environmentally conscious manufacturing practices. The company is a subsidiary of VF Corporation.
Where is Smartwool's Headquarters?
HQ Function
The Denver location serves as a central hub for brand management, product innovation, marketing, sales strategy, and operations for Smartwool, leveraging the resources and synergies of the parent company, VF Corporation.
Notable Features:
VF Corporation's Denver HQ is a modern, LEED Platinum-certified building designed to foster collaboration and reflect the company's commitment to sustainability and the outdoors. It features open workspaces, natural light, and amenities that promote an active lifestyle.
Work Culture:
The work culture, influenced by both Smartwool's outdoor heritage and VF Corporation's broader values, emphasizes innovation, sustainability, collaboration, and a passion for the outdoors. Employees often share an enthusiasm for activities like skiing, hiking, and running.
HQ Significance:
The Denver HQ is strategically located in a region with a strong outdoor industry presence, access to talent, and proximity to recreational areas ideal for product testing and inspiration. It centralizes many of VF's outdoor brands.
Values Reflected in HQ: The headquarters' design and location reflect values such as sustainability, connection to nature, innovation, and community engagement within the outdoor industry.
Location:
As a brand under VF Corporation, Smartwool benefits from a robust global infrastructure. Its products are distributed and sold in numerous countries across North America, Europe, Asia-Pacific, and other regions through a network of authorized retailers, specialty outdoor stores, and its own e-commerce platforms. VF Corporation's global offices support regional marketing, sales, logistics, and customer service functions, ensuring Smartwool can reach outdoor enthusiasts worldwide.
Street Address:
1551 Wewatta Street
City:
Denver
State/Province:
Colorado
Country:
USA
Smartwool's Global Presence
Steamboat Springs, Colorado, USA
Address: Information not publicly detailed; likely focused on product development/testing or maintaining historical ties.
Maintaining brand authenticity, product innovation input, and community connection in its birthplace.
Stabio, Switzerland
Address: Via Laveggio 5, 6855 Stabio, Switzerland (VF International Sagl)
Managing brand presence, retail partnerships, and consumer engagement for Smartwool and other VF brands throughout Europe, the Middle East, and Africa.
Shanghai, China
Address: Multiple locations for VF Asia Ltd. (e.g., Jing'an District, Shanghai)
Expanding Smartwool's market reach and managing operations within the diverse and growing Asia-Pacific outdoor and lifestyle consumer base.
Buying Intent Signals for Smartwool
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Executive Team of Smartwool
As of April 2025, Smartwool' leadership includes:
Investors of Smartwool
Smartwool has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
VF Corporation, Smartwool's parent company, saw a significant leadership change with a new CEO appointed in mid-2023. Other strategic appointments and transitions within VF's brand leadership may also impact Smartwool.
Departures
New Appointments:
Technology (Tech Stack) used by Smartwool
Discover the tools Smartwool uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Smartwool Email Formats and Examples
As Smartwool is part of VF Corporation, corporate email addresses typically follow VF Corporation's standardized formats. While some legacy or specific brand-related communications might use a smartwool.com domain, primary corporate communications usually leverage vfc.com.
Common VF Corporation formats include [first]_[last]@vfc.com or [first].[last]@vfc.com.
Format
jane_doe@vfc.com
Example
80%
Success rate
News and media
VF Corporation News • February 7, 2024
VF Corporation Reports Third Quarter Fiscal 2024 Results
VF Corporation, parent company of Smartwool, announced its Q3 FY24 financial results. The report detailed performance across its brand portfolio, including the outdoor segment which features Smartwool. Discussion points often include brand performance, inventory levels, and direct-to-consumer growth....more
Outside Business Journal • October 20, 2023
Smartwool and Icebreaker Double Down on Regenerative Wool
Smartwool, along with sister brand Icebreaker, announced significant investments and partnerships to scale regenerative agriculture practices for their merino wool sourcing, aiming for 100% of their wool to be from regenerative, responsible, or recycled sources by 2030. This initiative underscores their commitment to sustainability and reducing environmental impact....more
VF Corporation News • July 17, 2023
VF Corporation Appoints Bracken Darrell as President and Chief Executive Officer
VF Corporation announced the appointment of Bracken Darrell as its new President and CEO, effective July 17, 2023. Darrell joined VF from Logitech International, where he served as President and CEO since 2013....more
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