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Skied the first few days of the season in a pair of Smartwool Midweight ski socks, but picked up a pair of FITS because they're basically the only brand of socks I wear at this point. The quality difference was obvious from the start. They had more cushioning and a softer hand than the Smartwools, even though they are in the same "midweight" category. The merino wool breathes exceptionally well, and the American Flag pattern is sweet. Like all FITS socks, the main difference was in how the sock fits to your fit. The heel and toe never slipped, and I don't get any pressure at the top of the cuff. My only complaint is that, unlike other FITS socks I've had, the socks do smell pretty awful after a few days of skiing, but are not nearly as bad as synthetic socks.
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