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 29.7% estimated Share of Search among hiking socks worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Smartwool54.3%
Darn Tough29.7%
Icebreaker4.9%
Thorlos4%
Wigwam4%
Bridgedale3.2%
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Which hiking socks compete with Darn Tough?
Share of Search by month for Smartwool, Darn Tough, Icebreaker, Thorlos, Wigwam, Bridgedale. The figures are in the table below the chart.
View monthly share of search table
| Month | Smartwool | Darn Tough | Icebreaker | Thorlos | Wigwam | Bridgedale |
|---|---|---|---|---|---|---|
| Oct 2025 | 61.5% | 22.6% | 3% | 3.7% | 5.5% | 3.7% |
| Nov 2025 | 60.1% | 26.9% | 2% | 3% | 4.4% | 3.6% |
| Dec 2025 | 64.5% | 23.6% | 1.4% | 2.6% | 4.8% | 3.2% |
| Jan 2026 | 63.8% | 23.5% | 1.7% | 3.1% | 4.7% | 3.1% |
| Feb 2026 | 62.9% | 23.1% | 2.5% | 3.8% | 4.6% | 3.1% |
| Mar 2026 | 53.4% | 29.2% | 3.9% | 4.8% | 4.8% | 3.9% |
| Apr 2026 | 48.4% | 32.4% | 5.3% | 5.3% | 4.3% | 4.3% |
| May 2026 | 48.4% | 32.4% | 5.3% | 5.3% | 4.3% | 4.3% |
| Jun 2026 | 48.8% | 32.6% | 5.3% | 5.3% | 4.4% | 3.6% |
| Jul 2026 | 49.7% | 33.2% | 5.4% | 4.4% | 3.6% | 3.6% |
| Aug 2026 | 54.3% | 29.7% | 4.9% | 4% | 4% | 3.2% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 54.3% | 90.5K | +22.3% | +4.6 points | |
| 2, held 2nd | 29.7% | 49.5K | 0% | -3.5 points | |
| 3, held 3rd | 4.9% | 8.1K | 0% | -0.6 points | |
| 4, held 4th | 4% | 6.6K | 0% | -0.5 points | |
| 5, moved from 6th to 5th | 4% | 6.6K | +22.2% | +0.3 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 3.2% | 5.4K | 0% | -0.4 pointsmoved from 5th to 6th |
54.3%
Held 1st. 90.5K estimated branded searches, +22.3% vs prior month. Share +4.6 points.
29.7%
Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -3.5 points.
4.9%
Held 3rd. 8.1K estimated branded searches, 0% vs prior month. Share -0.6 points.
4.
Thorlos4%
Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share -0.5 points.
5.
Wigwam4%
Moved from 6th to 5th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.3 points.
3.2%
Moved from 5th to 6th. 5.4K estimated branded searches, 0% vs prior month. Share -0.4 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?
3 findings
- 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 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 hiking socks worldwide in August 2026?
6 changes
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.
Where does Darn Tough compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Sock brands | 4th of 5 | 5.7% | Show ranking |
| Hiking socks | 2nd of 6 | 29.7% | Shown above |
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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Is Darn Tough your brand?
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