It's big and scary and bold and awesome.
The Second Cut™ Project is the first step to making all our apparel circular and the first step to keeping our good materials out of landfills. We are starting by investing heavily in our sock recycling program because we believe it’s the future of our industry. It’s a sustainable shift we can make now to be closer to our environmental and climate change goals tomorrow.
We are one of the first brands to plant our flag in the ground and be committed to sock circularity, but we don’t want to be the last. Our Second Cut™ Project is the start of something special for all adventurers, planet-protectors, and sock-lovers alike. We are in this for the long run.
Because that’s the only way to do it right.
Socks are one of the most discarded pieces of apparel—eventually finding a forever home at landfills and contributing to the 1.2 billion tons of greenhouse gases that textile production releases into the atmosphere every year. Being that socks are the heart and soul of Smartwool and our entire origin story, we could not sit idly by as our favorite pieces of gear are piling up at landfills all over our precious planet.
We had to act.
We realized that by investing in recycling solutions for all socks (not just Smartwool® socks), we can help to extend the life of raw materials, present a new sourcing stream for other products, and reduce our collective impact on the environment. And with your help (and your socks), we can revolutionize how we view our gear and how we dispose of it. For good.