Good Company: Noah Bryan and Smartwool

As the general manager for Smartwool and icebreaker, Noah Bryan finds purpose and passion in two iconic clothing brands that sidestep fast fashion.

General Manager, Smartwool and icebreaker
Age: 46
Hometown: Coeur d’Alene, ID

What he’s currently reading: I’m basically a cover-to-cover reader of The Wall Street Journal and The New York Times. I’m into a cool book right now, “The Kingdom of Prep: The Inside Story of the Rise and (Near) Fall of J.Crew,” by Maggie Bullock.

ColoradoBiz: I’ll try not to gush, but I’ve got to tell you, Noah, I’ve been wearing Smartwool socks with almost a monastic level of commitment since I moved to Colorado in the 2000s and discovered the brand in downtown Denver. I’ve always been curious about the company’s history. Can you fill us in?  

 Noah Bryan: Smartwool was founded in Steamboat Springs thirty years ago, in 1994, by a couple of ski instructors who wanted warmer feet in their ski boots. Merino wool wound up being the perfect fiber for the job, and Smartwool was the first outdoor company to create performance Merino wool ski socks, revolutionizing the category. The rest is history, and we’re very proud of our Colorado roots.

CB: That business origin story has Colorado written all over it. What about the other brand you oversee, icebreaker?  

NB: Ironically, at almost the exact same time, an ocean away in New Zealand, in isolation of Smartwool, icebreaker also started up with a performance base layer using merino fibers. These two companies began their journeys at the same time, and both brands originated completely new categories in the outdoors universe.

CB: So, you have two iconic Merino clothing companies operating independently, on opposite sides of the planet. How’d Smartwool and icebreaker end up in Denver, under one roof, so to speak?

NB: For Smartwool, that arc begins with Timberland acquiring the brand in November 2005. Smartwool and icebreaker were still run independently until VF Corp acquired Timberland in 2011. We joke that Smartwool was the “gift with purchase” because, back then, it was a much smaller brand.

As part of VF’s corporate consolidation, both brands were moved here to Denver. We’ve been here together as a team for about three years.

CB: In an era of fast fashion and planned obsolescence, Smartwool and icebreaker stand out as durable products that stand the test of time. Can you talk more about your brand’s commitment to quality and what that means for your bottom line?

NB: We start with a sense of authenticity and purpose, and we think about sustainability through a couple of lenses. The first really does come with our inputs to the product, at the material level, that will create the right performance for the athletes out there using our brands. And then we also look at what will have the least impact on the environment. Merino creates the base for a very functional, long-wearing product.

CB: But how do you continue to turn a profit when you’re making items that last? I have Smartwool products in my drawer that I’ve been wearing for a decade.  

NB: Our mission—and this is true today—has always been to introduce new consumers to Merino wool and then introduce them to more wear occasions and seasonal moments. Merino is known for cold weather use, but it is incredibly comfortable and effective in any condition. For thirty years, we’ve been on this educational journey as we teach consumers that wool has a much wider temperature range.

Smartwool might have started with socks, but the brand has continued to innovate, pushing the boundaries of what’s possible with Merino. Today we offer a full line in pretty much every category except outerwear. Whatever the entry point is, we look to move the consumer from that starting point—their first pair of light performance hiking socks, maybe—to a t-shirt and then base layers.

CB: Looking ahead to 2030, Smartwool has set ambitious sustainability goals, including 100 percent climate-positive wool and circular products. What strategies are in place to achieve these objectives?

NB: Taking circularity, Smartwool has been a leader for many, many years, and with the launch of our Second Cut program in 2021, we’re one of the first brands to commit to a focus on sock circularity. Through Second Cut, we knit post-consumer yarn back into new products. Smartwool knew there was a consumer need and desire to recycle socks, but the response far exceeded expectations. Initially, we set out to collect 400,000 socks and received more than one million in three years.

We’re expanding into post-consumer recycled circular fleece this fall, when we’ll launch Second Cut Fleece mid-layers and Slippers made with pre-consumer Smartwool Merino base layer scraps. This program is singularly unique in the industry; you won’t find it anywhere else.

CB: Has the new administration changed any of your sustainability plans?

NB: It’s a fair question, and I’ll answer simply by saying that our North Star remains unchanged.

CB: What else is new this year with Smartwool and icebreaker?

NB: On the icebreakers side, we’re very excited about the Escape collection—focused on travel and active “in between moments” that include travel and hiking. The other piece that continues to drive a big part of our Smartwool growth is our Active section, which includes a broad section of products for cold-weather training.

CB: Smartwool’s products are inspired by the Colorado Rockies. How does the brand engage with the outdoor culture in Colorado to foster loyalty and authenticity? Any specific marketing strategies that our readers might be interested in learning about?

NB: We are blessed that both of our brands have origin stories most companies in any industry would kill for. The sense of purpose… the purity of mission… You can’t manufacture this kind of authenticity. Our brands have loyal customers because we’re purpose-built.

Now, when it comes to reaching new consumers, or taking a consumer who is familiar with one product, and moving them into new areas—that’s an exciting challenge for us. We connect with consumers through thousands of specialty retailers, and we support those retailers as part of our marketing activities. We really work hard to connect to communities of athletes, too. You’ll find us activating in ski and trail running spaces, and also in organizations that help people connect to the outdoors.

It’s where we started this conversation. Your connection to the brand is a function of how the brand resonates, sure, but it’s even more a function of how the product performs.

CB: It sounds like you’re saying that powerful marketing starts with a great product.

NB: Merino is the secret sauce, and our goal is to help educate and provide a source of inspiration.

CB: As a leader within Smartwool and icebreaker, what drives you personally?

NB: What we do every day is similar to what makes any business function, but we get to do it in a space—the outdoors—that we’re totally passionate about. I’ve found a ton of motivation in getting to wake up and do what I love for a company that’s mission aligns with my values.

CB: How do you inspire your team?

NB: We’re purpose-driven brands, so the people who work here are completely connected to what success means for our brands. The thing that motivates us continuously, as an organization, is that we’re stewards of two great brands. Our job is to set them up for success fifty years from now. We take pride in the fact that we’re building a better business and more sustainable outcome. That’s incredibly motivating and grounding for our entire team.

Source

Noah Bryan: contact through Tyler Stephenson – [email protected]