Brandwave

How popular isDarn Tough in search?

In August 2026, there were an estimated 49.5K branded searches for Darn Tough worldwide which held steady over the last 11 months. Darn Tough holds 5.7% estimated Share of Search among sock brands worldwide and is ranked 4th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Bombas77%
  2. Smartwool10.4%
  3. Happy Socks6.9%
  4. Darn Tough5.7%
  5. Stance<0.01%
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Where does Darn Tough compete?

Darn Tough is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Sock brands4th of 55.7%Shown below
Hiking socks2nd of 629.7%Show ranking

Which sock brands compete with Darn Tough?

Darn Tough against sock brands worldwide, by month

Share of Search by month for Bombas, Smartwool, Happy Socks, Darn Tough. The figures are in the table below the chart.

View monthly share of search table
MonthBombasSmartwoolHappy SocksDarn ToughStance
Oct 202570.2%11.5%14.1%4.2%<0.01%
Nov 202562.8%12.7%18.9%5.7%<0.01%
Dec 202558.6%14.5%21.6%5.3%<0.01%
Jan 202666.7%16.3%10.9%6%<0.01%
Feb 202669.6%14%11.4%5.1%<0.01%
Mar 202676.7%8.4%10.3%4.6%<0.01%
Apr 202675.9%8.3%10.2%5.6%<0.01%
May 202675.9%8.3%10.2%5.6%<0.01%
Jun 202677.3%8.5%8.5%5.7%<0.01%
Jul 202678.5%8.6%7.1%5.8%<0.01%
Aug 202677%10.4%6.9%5.7%<0.01%
Sep 2026—————

  1. 1.Bombas

    77%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -1.5 points.

  2. 2.Smartwool

    10.4%

    Held 2nd. 90.5K estimated branded searches, +22.3% vs prior month. Share +1.7 points.

  3. 3.Happy Socks

    6.9%

    Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Darn Tough

    5.7%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Stance

    <0.01%

    Held 5th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Darn Tough and its closest rivals

How has branded search demand for Darn Tough changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Darn Tough worldwide held steady at 49.5K.
  • Across the 11 months ending August 2026, Darn Tough’s estimated Share of Search among sock brands worldwide increased from 4.2% to 5.7%.
  • Across the 11 months ending August 2026, Darn Tough’s estimated Share of Search among sock brands worldwide peaked at 6% in January 2026 and was lowest at 4.2% in October 2025.

How did search popularity change for sock brands worldwide in August 2026?

  1. In August 2026, Smartwool gained estimated Share of Search among sock brands worldwide, from 8.6% to 10.4%.

  2. In August 2026, Bombas lost estimated Share of Search among sock brands worldwide, from 78.5% to 77%.

  3. Happy Socks’ estimated Share of Search among sock brands worldwide has lost ground for 3 months in a row, from 10.2% to 6.9% in August 2026.

How is Darn Tough measured?

Brandwave collects information about searches that people make online using Darn Tough’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • darn tough

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How the Brand Demand Index is measured

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