Imagine...wool socks and long underwear that actually feel soft, not itchy. That's Smartwool, the company that brought supple merino wool to the outdoor performance apparel market. The challenge: bring back the climbers, skiers, runners and cyclists who long ago abandoned itchy wool for smoother synthetics. We took on synthetic fabrics directly, playing up both Smartwool's natural comfort and its superior warmth during rest stops, when synthetics tend to get chilly. Artful body photos stand out in outdoor sports magazines. Friendly copy speaks to comfort and performance. Smartwool soon became the best-selling socks at REI, and underwear sales warmed considerably.