Brandwave

How popular isSmartwool in search?

In August 2026, there were an estimated 90.5K branded searches for Smartwool worldwide which is down 33% over the last 11 months. Smartwool holds 54.3% estimated Share of Search among hiking socks worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Smartwool54.3%
  2. Darn Tough29.7%
  3. Icebreaker4.9%
  4. Thorlos4%
  5. Wigwam4%
  6. Bridgedale3.2%
Smartwool website (opens in a new tab)

Follow Smartwool and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Which hiking socks compete with Smartwool?

Smartwool against hiking socks worldwide, by month

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
MonthSmartwoolDarn ToughIcebreakerThorlosWigwamBridgedale
Oct 202561.5%22.6%3%3.7%5.5%3.7%
Nov 202560.1%26.9%2%3%4.4%3.6%
Dec 202564.5%23.6%1.4%2.6%4.8%3.2%
Jan 202663.8%23.5%1.7%3.1%4.7%3.1%
Feb 202662.9%23.1%2.5%3.8%4.6%3.1%
Mar 202653.4%29.2%3.9%4.8%4.8%3.9%
Apr 202648.4%32.4%5.3%5.3%4.3%4.3%
May 202648.4%32.4%5.3%5.3%4.3%4.3%
Jun 202648.8%32.6%5.3%5.3%4.4%3.6%
Jul 202649.7%33.2%5.4%4.4%3.6%3.6%
Aug 202654.3%29.7%4.9%4%4%3.2%
Sep 2026——————

  1. 1.Smartwool

    54.3%

    Held 1st. 90.5K estimated branded searches, +22.3% vs prior month. Share +4.6 points.

  2. 2.Darn Tough

    29.7%

    Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -3.5 points.

  3. 3.Icebreaker

    4.9%

    Held 3rd. 8.1K estimated branded searches, 0% vs prior month. Share -0.6 points.

  4. 4.Thorlos

    4%

    Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share -0.5 points.

  5. 5.Wigwam

    4%

    Moved from 6th to 5th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.3 points.

  6. 6.Bridgedale

    3.2%

    Moved from 5th to 6th. 5.4K estimated branded searches, 0% vs prior month. Share -0.4 points.

Compare search popularity between Smartwool and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Smartwool worldwide fell from 135K to 90.5K.
  • Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among hiking socks worldwide decreased from 61.5% to 54.3%.
  • Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among hiking socks worldwide peaked at 64.5% in December 2025 and was lowest at 48.4% in April 2026.

How did search popularity change for hiking socks worldwide in August 2026?

  1. In August 2026, Smartwool gained estimated Share of Search among hiking socks worldwide, from 49.7% to 54.3%.

  2. In August 2026, Darn Tough lost estimated Share of Search among hiking socks worldwide, from 33.2% to 29.7%.

  3. In August 2026, Icebreaker lost estimated Share of Search among hiking socks worldwide, from 5.4% to 4.9%.

  4. In August 2026, Wigwam rose from 6th to 5th among hiking socks worldwide.

  5. In August 2026, Bridgedale fell from 5th to 6th among hiking socks worldwide.

  6. 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 Smartwool compete?

Smartwool is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Sock brands2nd of 510.4%Show ranking
Running socks1st of 645.8%Show ranking
Hiking socks1st of 654.3%Shown above
Merino clothing brands1st of 558.3%Show ranking

How is Smartwool measured?

Brandwave collects information about searches that people make online using Smartwool’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

  • smartwool

Do you work for Smartwool? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Smartwool your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free