If you're a fan of hiking, skiing, or just staying cozy, you probably have a soft spot for Smartwool. The brand is a go-to for its incredibly comfortable and high-performance merino wool socks and base layers that keep you warm and dry without the bulk.
But part of the fun of gearing up is discovering new brands. If you love Smartwool’s blend of comfort, quality, and outdoor-ready function, here are 19 similar brands that deliver that same cozy, high-performance vibe.
Icebreaker is a premium New Zealand brand that lives and breathes merino wool. They offer a huge range of high-quality base layers, socks, and activewear that are incredible at wicking moisture and regulating temperature. Their aesthetic is a bit more minimalist and sleek than Smartwool's, making it perfect for those who want technical gear that looks sharp on and off the trail.
What really makes Icebreaker stand out is their commitment to sustainability and visible supply chains. If you appreciate Smartwool's use of natural fibers but want a slightly more streamlined, modern design, Icebreaker is a fantastic alternative. Price-wise, they are very comparable.
Shop now at icebreaker.com
L.L.Bean is an American classic known for its timeless outdoor gear, from cozy flannel shirts to their legendary Bean Boots. While they aren’t exclusively a merino wool brand, their focus on durable, reliable, and comfortable outdoor apparel makes them a great choice for those who love Smartwool's practical approach.
Their key differentiator is the brand's reputation for insane durability and an incredible customer satisfaction guarantee. If you're looking for gear with a more traditional Americana or New England prep vibe that is built to last a lifetime, L.L.Bean is your spot.
Shop now at llbean.com
An icon in the outdoor world, Patagonia is synonymous with performance and environmental responsibility. They offer fantastic merino wool base layers and fleece that are ideal for layering in cold weather, sharing Smartwool’s commitment to sustainability by using recycled and ethically sourced materials.
While their prices can be a bit higher, what you get is top-tier technical performance and gear that supports a mission to protect the planet. Patagonia is perfect for the serious adventurer who wants high-performance layers from a brand that puts its eco-conscious values first.
Shop now at patagonia.com
KÜHL blends technical performance with a distinctly modern and stylish edge. The brand excels in creating outdoor apparel with an exceptional focus on fit and innovative fabrics, including some excellent merino wool base layers and outerwear. Think functional gear that you’d actually want to wear to a brewery after your hike.
Compared to Smartwool, KÜHL often incorporates more fashion-forward details and a wider mix of technical materials. If you find some outdoor gear a bit bland, KÜHL offers performance pieces with a bit more personality and style.
Shop now at kuhl.com
Minus33 is all merino, all the time. This family-owned brand is dedicated entirely to merino wool apparel, offering great quality base layers, socks, and accessories. Their designs are simple and highly functional, focusing on maximizing the natural benefits of the wool.
What makes Minus33 a really compelling alternative is its more accessible price point. You get the same warmth, moisture-wicking, and anti-odor properties as premium brands without the premium price tag, making it a stellar find for budget-conscious outdoor lovers.
Shop now at minus33.com
With a history stretching back to 1853, Devold is a Norwegian heritage brand that knows a thing or two about wool. They specialize in high-quality wool layers known for exceptional craftsmanship and durability. Their products offer the same natural performance as Smartwool but with a classic, Scandinavian design sensibility.
Devold is perfect for those who appreciate history and long-lasting, functional pieces. If you're looking for expertly made wool gear with a timeless feel from one of the originators of the craft, this is the brand for you.
Shop now at devold.com
Outlier is where high-performance technical apparel meets a clean, urban aesthetic. They make technically advanced clothing, including some incredible merino pieces, designed to transition from a bike commute to the office to a weekend trail. Their designs are minimalist, sleek, and built for movement.
Unlike Smartwool’s more outdoorsy focus, Outlier is geared toward the urban adventurer. Their pieces often blend merino with other innovative fabrics for a super-modern look and feel. It’s the perfect brand for style-conscious individuals who demand technical function in their everyday wardrobe.
Shop now at outlier.nyc
Famous for its iconic patterned wool blankets, Pendleton also offers a range of heritage-inspired clothing, including cozy wool shirts and base layers. They bring a rich sense of American style and texture to their apparel, blending function with seriously good-looking designs.
Compared to Smartwool's athletic vibe, Pendleton offers a more fashion-forward, lifestyle feel. If you want cozy, high-quality wool gear that makes a style statement with its rich patterns and vintage feel, Pendleton is a must-see.
Shop now at pendleton-usa.com
Woolx focuses exclusively on crafting incredibly comfortable and durable merino wool clothing. They offer a great lineup of base layers, tops, bottoms, and socks designed for active life, from hitting the slopes to lounging at home. Their gear puts a major emphasis on fit and a soft, non-itchy feel.
Woolx is a fantastic alternative to Smartwool, often coming in at a slightly more affordable price point. They are beloved for their quality and heavyweight options that provide serious warmth in frigid conditions, a great pick for those who run cold.
Shop now at woolx.com
Prana is designed for adventure with a conscience. The brand creates versatile, stylish, and sustainable apparel perfect for hiking, yoga, and travel. They offer a selection of merino wool blend base layers and tops that align with their eco-friendly mission.
While Smartwool is heavily focused on trail-to-town performance, Prana has a bit of a laid-back, boho-chic vibe that appeals to folks who want their gear to be both functional and fashionable for everyday life. Their pricing is comparable to Smartwool, offering another great option for stylish, eco-conscious layering.
Shop now at prana.com
While Tilley is world-renowned for its durable, sun-protective hats with a lifetime guarantee, the brand also offers high-quality apparel perfect for travelers, including merino wool essentials. Their focus is on creating practical, long-lasting gear with a timeless style.
Tilley might not have the extensive merino range of Smartwool, but what they do offer is exceptionally well-made. It's an excellent choice for those who value heritage craftsmanship and buy-it-for-life quality in their apparel.
Shop now at tilley.com
Hailing from Finland, Ice Peak is a brand laser-focused on creating technical apparel for skiing, hiking, and other winter sports. Their collections include insulated jackets, weatherproof pants, and performance mid-layers designed to handle harsh conditions.
Compared to Smartwool’s merino-centric approach, Ice Peak specializes more in the technical outerwear that keeps you protected from wind, rain, and snow. It's a great option if you need to build out the outer layers of your winter kit with function-first, budget-friendly pieces.
Shop now at icepeak.com
ExOfficio is the ultimate brand for travelers. They specialize in practical, functional clothing that is lightweight, quick-drying, and odor-resistant - everything you need for a life on the go. Their merino wool socks and base layers are designed with the specific needs of a globetrotter in mind.
Where Smartwool is built for the trail, ExOfficio is built for the airport, the train, and the next destination. It’s an ideal pick if your adventures involve more passport stamps than trail markers.
Shop now at exofficio.com
Kommando is a UK-based brand that produces rugged, military-spec gear built for toughness and durability. They offer a range of outdoor essentials, including merino wool socks and sweaters, that are designed to withstand tough use without failing.
This gear is more utilitarian and heritage-inspired than what you might find from Smartwool. If you value no-fuss, rugged functionality and need gear that feels tough and dependable, Kommando delivers in spades.
Shop now at kommando.com
Luxe Nature focuses on creating eco-friendly, stylish clothing with a touch of luxury. Their specialty is soft, comfortable knitwear made from merino wool and other sustainable fabrics, perfect for everyday wear and coziness.
While Smartwool is designed for active pursuits, Luxe Nature brings a more high-end, fashion-forward perspective to merino. It's the perfect choice when you want that merino comfort for around town or at home, but with a more polished and sophisticated style.
Shop now at www.natureblvd.com
Richer Poorer is known for its cool, California-casual basics like tees, sweats, and socks, including cozy merino wool sock options. Their vibe is modern, minimal, and all about elevated comfort for your daily life.
This brand is less about technical outdoor performance and more about everyday style. If you love Smartwool socks for their comfort but want options with more modern, fashion-forward colors and patterns to wear with your sneakers, Richer Poorer is an awesome find.
Shop now at richer-poorer.com
United By Blue is an outdoor brand with a powerful mission: for every product sold, they remove one pound of trash from oceans and waterways. They create stylish and functional apparel, including merino wool layers and accessories, using sustainable materials.
Like Smartwool, they care deeply about their environmental impact. United By Blue strikes a great balance between fashionable designs and practical outdoor function, letting you feel good about your gear in more ways than one.
Shop now at unitedbyblue.com
Ortovox is a German brand that specializes in high-performance mountain-sports apparel. Built for serious pursuits like mountaineering, ski touring, and climbing, their merino gear is highly technical and engineered for safety and performance in extreme conditions.
Think of Ortovox as Smartwool's more extreme cousin. While both brands feature wool prominently, Ortovox’s gear is purpose-built for the alpinist and backcountry skier who demand the absolute highest level of technical function from their layering system.
Shop now at ortovox.com
Teko is all about making high-performance, eco-friendly socks. They use sustainable materials like recycled polyester and chlorine-free merino wool to create technical socks for hiking, running, skiing, and more. Their big focus is on innovative knitting techniques and anatomical fit.
If socks are your main interest in the Smartwool lineup, Teko is a brand you have to check out. They offer a super comfortable, blister-free fit and a strong commitment to sustainability, making them a perfect complement for any outdoor adventurer’s sock drawer.
Shop now at www.tekosocks.com
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