Smartwool, one of the outdoor industry’s leading apparel brands, will open the brand’s first pop-up shop on Thursday, Nov. 10 in Chicago’s iconic Water Tower Place.

A winter-survival resource, the progressive retail experience caters to Chicago’s high concentration of outdoor enthusiasts and Smartwool fans. In recent years, the city has become an ideal destination for sledding hills, cross-country skiing and snowshoeing.

“We are excited to reveal our first wholly-owned store in the Chicago area, just in time for winter. The pop-up will feature comfortable, stylish performance pieces—the latest apparel, socks and accessories that keep our customers feeling good through cold, harsh conditions,” said Carol Davidson, Smartwool vice president of global brand and marketing. “Our aim is to interact with both our dedicated loyal fans and new consumers alike in a fresh, fun setting.”

The Smartwool pop-up shop will host a series of events, including Fan Field Tester meet-ups and Smartwool Bucks giveaways on Fridays and Saturdays. At activity hubs such as Lakeshore Drive, bike paths and parks in the city, street ambassadors will identify and reward those people who believe Chicago winters are best survived outside.

Visit the Smartwool pop-up shop daily 10 a.m.-9 p.m at Water Tower Place, 835 North Michigan Avenue on Level 2. The pop-up shop will be open Thursday, Nov. 10, 2016 through Friday, Jan. 13, 2017.

For more information about the pop-up shop and events, visit and follow Smartwool on Twitter.


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