--- title: "Darn Tough: search popularity worldwide" description: "Darn Tough makes socks sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/darn-tough" publisher: "Brandwave" --- # Darn Tough: search popularity worldwide Darn Tough makes socks sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Darn Tough - **Market**: Global - **Measured month**: Aug 2026 - **Share of Search among sock brands**: 5.7% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Sock brands | 4 | 5.7% | 49.5K | | Hiking socks | 2 | 29.7% | 49.5K | - [Sock brands](/demand/global-en/categories/sock-brands) - [Hiking socks](/demand/global-en/categories/hiking-socks) ## 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. - Across the 11 months ending August 2026, Darn Tough’s estimated Share of Search among hiking socks worldwide increased from 22.6% to 29.7%. - Across the 11 months ending August 2026, Darn Tough’s estimated Share of Search among hiking socks worldwide peaked at 33.2% in July 2026 and was lowest at 22.6% in October 2025. ## How did search popularity change for sock brands worldwide in August 2026? - In August 2026, Smartwool gained estimated Share of Search among sock brands worldwide, from 8.6% to 10.4%. - In August 2026, Bombas lost estimated Share of Search among sock brands worldwide, from 78.5% to 77%. - 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 did search popularity change for hiking socks worldwide in August 2026? - In August 2026, Smartwool gained estimated Share of Search among hiking socks worldwide, from 49.7% to 54.3%. - In August 2026, Darn Tough lost estimated Share of Search among hiking socks worldwide, from 33.2% to 29.7%. - In August 2026, Icebreaker lost estimated Share of Search among hiking socks worldwide, from 5.4% to 4.9%. - In August 2026, Wigwam rose from 6th to 5th among hiking socks worldwide. - In August 2026, Bridgedale fell from 5th to 6th among hiking socks worldwide. - Estimated monthly branded searches for Thorlos worldwide fell 18.5% over 11 measured months, from 8.1K to 6.6K in August 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Sock brands | 49.5K | 4.2% | 4 | | Nov 2025 | Sock brands | 110K | 5.7% | 4 | | Dec 2025 | Sock brands | 110K | 5.3% | 4 | | Jan 2026 | Sock brands | 74K | 6% | 4 | | Feb 2026 | Sock brands | 49.5K | 5.1% | 4 | | Mar 2026 | Sock brands | 49.5K | 4.6% | 4 | | Apr 2026 | Sock brands | 49.5K | 5.6% | 4 | | May 2026 | Sock brands | 49.5K | 5.6% | 4 | | Jun 2026 | Sock brands | 49.5K | 5.7% | 4 | | Jul 2026 | Sock brands | 49.5K | 5.8% | 4 | | Aug 2026 | Sock brands | 49.5K | 5.7% | 4 | | Sep 2026 | Sock brands | — | — | — | | Oct 2025 | Hiking socks | 49.5K | 22.6% | 2 | | Nov 2025 | Hiking socks | 110K | 26.9% | 2 | | Dec 2025 | Hiking socks | 110K | 23.6% | 2 | | Jan 2026 | Hiking socks | 74K | 23.5% | 2 | | Feb 2026 | Hiking socks | 49.5K | 23.1% | 2 | | Mar 2026 | Hiking socks | 49.5K | 29.2% | 2 | | Apr 2026 | Hiking socks | 49.5K | 32.4% | 2 | | May 2026 | Hiking socks | 49.5K | 32.4% | 2 | | Jun 2026 | Hiking socks | 49.5K | 32.6% | 2 | | Jul 2026 | Hiking socks | 49.5K | 33.2% | 2 | | Aug 2026 | Hiking socks | 49.5K | 29.7% | 2 | | Sep 2026 | Hiking socks | — | — | — | ## 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. - “darn tough” ## Which sock brands compete with Darn Tough? - [Bombas](/demand/global-en/brands/bombas): Head-to-head: /demand/global-en/compare/bombas-vs-darn-tough - [Smartwool](/demand/global-en/brands/smartwool): Head-to-head: /demand/global-en/compare/darn-tough-vs-smartwool - [Happy Socks](/demand/global-en/brands/happy-socks): Head-to-head: /demand/global-en/compare/darn-tough-vs-happy-socks - [Stance](/demand/global-en/brands/stance): Head-to-head: /demand/global-en/compare/darn-tough-vs-stance ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Darn Tough: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/darn-tough This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/darn-tough. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.