Smartwool sets new standards in sock circularity – The Second Cut™ Hike Sock is to be the first circular sock released by Smartwool.
This sock delivers the same iconic comfort and performance as the brand’s original Classic Hike Sock.
However, this release is made with repurposed yarn from Smartwool’s Second Cut™ sock takeback program that launched in 2021.
The Second Cut™ sock highlights Smartwool’s efforts to shift toward a more circular business model, by collecting and repurposing materials for deconstruction and reuse.
The highly anticipated Second Cut™ sock was previously launched in the US and now follows into the UK in 2024.
Smartwool is a brand renowned for being pioneers in making performance Merino socks.
Smartwool is also one of the first brands to commit to a focus on sock circularity. After many years spent on the development and experimentation as well as thousands of customer donations, Smartwool are now re-spinning old socks into new yarn.
The repurposed yarn is blended with responsibly sourced Merino wool and designed with an elasticized arch and seamless toe for comfort.
Smartwool teamed up with North Carolina-based circularity manufacturing facility, Material Return to develop and refine this process.
“Smartwool’s partnership with Material Return has ultimately led to a closed-loop model that goes beyond recycling,” says John Ramsey, Director of Product Development at Smartwool.
“We were able to accomplish this through new and innovative technology, team collaboration, and Smartwool’s Second Cut™ Hike Sock consumer participation.
Investing in this process has enabled Smartwool to take leaps forward toward our goal of shifting towards a more circular business model.”
Only 14% of textiles are recycled according to the Environmental Protection Agency (EPA) and socks are one of the most discarded pieces of apparel.
In April 2021, Smartwool launched its Second Cut™ sock take-back program to drive change in eliminating waste from the apparel industry and make it easy for consumers to be part of the solution.
Through the Second Cut™ program, consumers can recycle any sock brand, colour, size and material, the merino wool used in the socks is virgin ZQ merino wool, the rest of the material is taken from recycled socks.
The first product featuring consumer donations was Smartwool’s Second Cut™ K9 Camp Cushion dog beds, where donated socks were repurposed into bed filling.
Since the Second Cut™ program launch, Smartwool has collected more than 1,000,000 socks and diverted more than 86,000 pounds of socks from landfills.
In 2024, Ellis Brigham will be launching the takeback programme, which will allow customers to recycle their pre-loved items.
This will run inline with the in-store launch of the Second Cut™ socks in April. Customers can take part in this takeback program by bringing their old socks from any brand into specific stores and dropping them into a collection bin.
To learn more about Smartwool’s Second Cut™ program, the brand’s sustainability journey and its use of regenerative materials, please visit www.smartwool.com