Smartwool makes eponymous products primarily from treated merino wool. SmartWool claims that this proprietary treatment makes its products itch-free and resistant to shrinking. SmartWool is also claimed to have moisture-wicking performance and odor-reducing, anti-microbial properties; it is thus marketed primarily as performance apparel. Reviews for SmartWool products are typically found in the context of equipment for hiking and other outdoor activity

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