Let's play that old psychoanalytic favorite, Word Association. Ready?
Boy....Girl
Cow...Holstein
Wisconsin...Cheese
Wool...Itchy
Bzzzzt!! Wrong. Wool is NOT itchy, necessarily. Coarse, scratchy old Army blankets, sure, itchy as itchy can be. They define itchy. But SmartWool, superfine Merino wool, it's like better than cotton. SmartWool socks and long underwear are wonderfully comfortable, and SmartWool has become the official sock of the store. We love 'em, we buy them by the case, we give them to nieces for birthday presents and are well loved for it.
