Just got the pun... Darn Tough high performance socks for hiking, biking, riding etc. They use high density knitting, a patented Coolmax® Merino wool blend and Wickit Dry Technology™ (don’t ask me...). The same family has been operating the mill for 30 years in Northfield, Vermont. The company also makes private-label socks for L.L. Bean, Orvis and Bass. Nice lineage. Nice socks.