How popular isDarn Tough in search?
In September 2026, there were an estimated 49.5K branded searches for Darn Tough worldwide which held steady over the last 12 months. Darn Tough holds 5.6% estimated Share of Search among merino wool sock brands worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Bombas75.9%
First Lite10.2%
Darn Tough5.6%
Feetures5.6%
Icebreaker2%
Wigwam0.74%
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Which merino wool sock brands compete with Darn Tough?
Share of Search by month for Bombas, First Lite, Darn Tough, Feetures, Icebreaker. The figures are in the table below the chart.
View monthly share of search table
| Month | Bombas | First Lite | Darn Tough | Feetures | Icebreaker | Wigwam |
|---|---|---|---|---|---|---|
| Oct 2025 | 75.4% | 12.4% | 4.5% | 4.5% | 2% | 1.1% |
| Nov 2025 | 72.9% | 12% | 6.6% | 5.4% | 2% | 1.1% |
| Dec 2025 | 77.7% | 7% | 7% | 4.7% | 2.1% | 1.4% |
| Jan 2026 | 77.5% | 5.7% | 7% | 4.7% | 3.8% | 1.4% |
| Feb 2026 | 79.7% | 5.9% | 5.9% | 4.8% | 2.6% | 1.2% |
| Mar 2026 | 83.2% | 4.1% | 5% | 5% | 1.8% | 0.82% |
| Apr 2026 | 79.3% | 4.8% | 5.8% | 7.1% | 2.1% | 0.78% |
| May 2026 | 78.5% | 5.8% | 5.8% | 7.1% | 2.1% | 0.77% |
| Jun 2026 | 79.3% | 4.8% | 5.8% | 7.1% | 2.1% | 0.78% |
| Jul 2026 | 78.6% | 5.8% | 5.8% | 7.1% | 2.1% | 0.63% |
| Aug 2026 | 73.3% | 12% | 5.4% | 6.6% | 2% | 0.72% |
| Sep 2026 | 75.9% | 10.2% | 5.6% | 5.6% | 2% | 0.74% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 75.9% | 673K | 0% | +2.5 points | |
| 2, held 2nd | 10.2% | 90.5K | -17.7% | -1.8 points | |
| 3, moved from 4th to 3rd | 5.6% | 49.5K | 0% | +0.2 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 5.6% | 49.5K | -18.2% | -1 pointsmoved from 3rd to 4th | |
| 5, held 5th | 2% | 18.1K | 0% | +0.1 points | |
| 6, held 6th | 0.74% | 6.6K | 0% | 0 points |
1.
Bombas75.9%
Held 1st. 673K estimated branded searches, 0% vs prior month. Share +2.5 points.
10.2%
Held 2nd. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.8 points.
5.6%
Moved from 4th to 3rd. 49.5K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.
Feetures5.6%
Moved from 3rd to 4th. 49.5K estimated branded searches, -18.2% vs prior month. Share -1 points.
2%
Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.
Wigwam0.74%
Held 6th. 6.6K 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?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Darn Tough worldwide held steady at 49.5K.
- Across the 12 months ending September 2026, Darn Tough’s estimated Share of Search among merino wool sock brands worldwide increased from 4.5% to 5.6%.
- Across the 12 months ending September 2026, Darn Tough’s estimated Share of Search among merino wool sock brands worldwide peaked at 7% in December 2025 and was lowest at 4.5% in October 2025.
How did search popularity change for merino wool sock brands worldwide in September 2026?
6 changes
In September 2026, Bombas gained estimated Share of Search among merino wool sock brands worldwide, from 73.3% to 75.9%.
In September 2026, First Lite lost estimated Share of Search among merino wool sock brands worldwide, from 12% to 10.2%.
In September 2026, Feetures lost estimated Share of Search among merino wool sock brands worldwide, from 6.6% to 5.6%.
In September 2026, Darn Tough rose from 4th to 3rd among merino wool sock brands worldwide.
Estimated monthly branded searches for Wigwam worldwide fell 45.5% over 12 measured months, from 12.1K to 6.6K in September 2026.
Estimated monthly branded searches for Icebreaker worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
Where does Darn Tough compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Sock brands | 5th of 5 | 5.1% | Show ranking |
| Merino wool sock brands | 3rd of 6 | 5.6% | Shown above |
| Hiking socks | 2nd of 6 | 27.6% | Show ranking |
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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