Brand page · Apparel & Accessories · United States
Smartwool: 886K visits a month, 651 active Meta ads.
Smartwool — American textile company that sells Merino socks and apparel for outdoor adventures. In September 2026 smartwool.com drew an estimated 886K visits, up 7% on the month before. It ranks #7 of 8,566 Apparel & Accessories brands in United States and holds a 3.0 Trustpilot rating over 139 reviews.
Updated Traffic Sept 2026Meta ads 15 Oct 2026Google ads 20 Oct 2026Instagram Sept 2026Trustpilot Oct 2026Catalogue Oct 2026
About the store
American textile company that sells Merino socks and apparel for outdoor adventures
01 · Traffic
How much traffic Smartwool gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Smartwool drew an estimated 886K visits in September 2026, up 7% on the month before and up 33% over three months.
- Worldwide#15,942of 4.5M sites · Top 1%
- In United States#5,264of 1.2M sites · Top 1%
- Apparel & Accessories, worldwide#21of 19,191 brands · Top 1%
- Apparel & Accessories, United States#7of 8,566 brands · Top 1%
886K
estimated visits in September
1 mo ▲ +6.5%4 mo ▲ +33.0%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Smartwool.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Smartwool holds 3.0 out of 5 on Trustpilot over 139 reviews, 29 of them in the last twelve months: 14% of customers give five stars and 73% one star. That volume places Smartwool in the top 30 % of the 270,321 Trustpilot pages in the Gravity index.
Clothing Store Activewear Store Outdoor Clothing and Equipment Shop Sportswear Store Women's Clothing Store
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Smartwool sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Smartwool sells on Shopify, 98% of its catalogue in stock. The best seller is Everyday Anchor Line Crew Socks, at US$22.00–US$23.00, followed by Women's Classic Thermal Merino Base Layer Crew and Men's Classic Thermal Merino Base Layer Crew.
#2Everyday Anchor Line Crew SocksSmartwoolUS$22.00–US$23.00In stock
#3Women's Classic Thermal Merino Base Layer CrewSmartwoolUS$66.00–US$125.00In stock
Men's Classic Thermal Merino Base Layer CrewSmartwoolUS$66.00–US$125.00In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places Smartwool in its comparison group.
- Average rating
- 4.63 / 5
- Rated products
- 82% of the catalogue
- In stock
- 98%
- Upper price quartile
- US$70.00
- Currency
- USD
04 · Ads
What Smartwool is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Smartwool runs Meta ads on Facebook, Instagram, Audience Network, Threads, and has advertised on Google since January 2022 (image, text, video).
Cold Weather ActivewearSmartwool14 Oct 2026image
New Winterloft™ JacketSmartwool14 Oct 2026video
Smartwool® Hiking GearSmartwool14 Oct 2026image- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad20 Oct 2026Vf Outdoor, Inc.verified
Text ad20 Oct 2026Vf Outdoor, Inc.verified
Text ad20 Oct 2026Vf Outdoor, Inc.verified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about Smartwool.
The creators who tag @smartwool on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @smartwool on Instagram, led by Blake Paul (100K followers, 15.6% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| BBlake Paul@blakepaul · 🇺🇸 US | Fitness sport bodybuilding Creator | 100K | 15.6% | 8 | Tagged @smartwool |
06 · Competitors according to Gravity
Who Smartwool competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Smartwool among Apparel & Accessories brands in United States. The closest is Ridge Merino, then icebreaker.com, Minus33 Merino Wool Clothing, Darn Tough, Unbound Merino, Mons Royale.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Ridge Merinoridgemerino.com | |||||||
| icebreaker.comicebreaker.com | |||||||
| Minus33 Merino Wool Clothingminus33.com | |||||||
| Darn Toughdarntough.com | |||||||
| Unbound Merinounboundmerino.com | |||||||
| Mons Royalemonsroyale.com |
07 · Company
The company behind Smartwool.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Smartwool is a company based in United States, founded in 1994 according to LinkedIn, on a domain registered in November 1996. It employs about 147 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇺🇸 United States
- Founded
- 1994, per LinkedIn
- Domain registered
- 5 Nov 1996
- Share capital
- Data not available
- Status
- Operating
- President
- Data not available
- Activity code
- Data not available
- Employees
- 147 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- smartwool.com · Shopify · USD
- Catalogue
- Data not available
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Smartwool
What people ask Google about Smartwool.
11 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Smartwool a legit company?
According to Gravity by Benchr, Smartwool is a brand based in United States: its website has existed since November 1996, its Trustpilot profile is claimed by the brand, it sells on a Shopify store, it employs 147 people on LinkedIn, it has 201,149 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, September 2026.
Smartwool reviews: is it worth it?
Customers rate Smartwool 3.0 out of 5 on Trustpilot over 139 reviews, 29 of them in the last twelve months: 14% give five stars, 73% one star. Gravity by Benchr places that review volume in the top 30 % of the 270,321 Trustpilot pages in its index. Source: Gravity by Benchr Trustpilot reading, October 2026.
What is Smartwool?
American textile company that sells Merino socks and apparel for outdoor adventures Gravity by Benchr classifies it under Apparel & Accessories, with Apparel & Accessories making up 95% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
How much does Smartwool cost?
Smartwool's best seller, Everyday Anchor Line Crew Socks, sells from US$22.00 to US$23.00 on smartwool.com. 98% of the catalogue is in stock. Gravity does not track prices daily: check smartwool.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Does Smartwool have a discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: Smartwool advertises on Facebook and Instagram and on Google, where its offers often run. Check smartwool.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where to buy Smartwool?
Smartwool sells on its own website, smartwool.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data.
Who is behind Smartwool?
Gravity by Benchr records a company based in United States, founded in 1994 according to LinkedIn, on a domain registered in 1996, with 147 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records.
Is Smartwool growing?
Yes. Gravity by Benchr estimates about 885,700 visits to smartwool.com in September 2026, up 7% in a month and up 33% over three months. Smartwool ranks #7 of 8,566 Apparel & Accessories brands in United States in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does Smartwool use?
Gravity by Benchr identifies smartwool.com as a Shopify store (standard plan, not Shopify Plus), selling in USD. The brand has claimed its Trustpilot profile. It advertises through Meta and on Google since January 2022. Source: Gravity by Benchr platform and advertising records.
How much does Smartwool spend on Meta ads?
Gravity by Benchr does not publish a spend figure for Smartwool on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Audience Network, Threads. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Apparel & Accessories brands in United States?
Among Apparel & Accessories brands in United States in the Gravity by Benchr index, Smartwool ranks #7 of 8,566 by estimated traffic. Its closest competitors on the same market are Ridge Merino, icebreaker.com, Minus33 Merino Wool Clothing, Darn Tough, Unbound Merino. Source: Gravity by Benchr competitor analysis, same category, same market, similar size.
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Smartwool.