My money's with Ibex or Icebreaker from now on. Smartwool is ok if you're looking to spend a little less money for what feels like lower quality stuff. I own products from all three.

That said, I don't pay full retail. Ebay, froogle searches, etc typically yield savings of 30% or more. Hincapie has a wool baselayer and at one point I think Craft did.