wool. But while these socks may have been warm, they were itchy and shrank in the wash. So they worked on a process to make them soft and easy to care for. Smartwool was born on a simple tenet: keeping feet comfortable in all conditions. Try a pair and see why Wearing is Believing. SmartWool has been proud of its green roots so to speak. Since their primary ingredient, New Zealand Merino wool, is a sustainable resource that comes from happy free-roaming sheep, SmartWool is able to produce exceptionally breathable, natural and renewable socks. Partnering with their New Zealand suppliers, they were able to forge a healthier path for their growers, the Merino sheep used and their environment in which they live. The Zque program combines the superior comfort and performance attributes of New Zealand Merino fiber with an accreditation process to ensure environmental, social and economic sustainability, and animal welfare. Zque growers are compliant with the New Zealand Resource Management Act (1991) which establishes rules to protect the environment. SmartWool has worked hard to give their customers peace of mind, and they have the socks to prove it. SmartWool continues to take it to the next level. Pushing the envelope if you will. With the addition of the Smartwool men's and women's apparel, along with their solidified position as a sock leader - Smartwool's future looks absolutely bright.