Brandwave

Hiking socks:Which brands are most popular in search?

In August 2026, Smartwool was the most searched among hiking socks worldwide, with an estimated 90.5K branded searches and 54.3% estimated Share of Search within this set. 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%

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Share of SearchLeaderboard

Compare the hiking socks people search for. 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.

Share of Search among 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——————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among hiking socks worldwide?

In August 2026, Smartwool was the most searched among hiking socks worldwide, with an estimated 90.5K branded searches and 54.3% estimated Share of Search within this set. Darn Tough is in 2nd place, 24.6 percentage points behind at 29.7% Share of Search.

Global hiking socks, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Smartwool61.5% → 54.3%64.5%Dec 202548.4%Apr 20261st
Darn Tough22.6% → 29.7%33.2%Jul 202622.6%Oct 20252nd
Icebreaker3% → 4.9%5.4%Jul 20261.4%Dec 20256th → 3rd
Thorlos3.7% → 4%5.3%Jun 20262.6%Dec 20255th → 4th
Wigwam5.5% → 4%5.5%Oct 20253.6%Jul 20263rd → 5th
Bridgedale3.7% → 3.2%4.3%Apr 20263.1%Feb 20264th → 6th

Each finding as a sentence

  • 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, 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, Icebreaker’s estimated Share of Search among hiking socks worldwide increased from 3% to 4.9%.
  • Across the 11 months ending August 2026, Wigwam’s estimated Share of Search among hiking socks worldwide decreased from 5.5% to 4%.
  • 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.
  • 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.
  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among hiking socks worldwide peaked at 5.4% in July 2026 and was lowest at 1.4% in December 2025.
  • Across the 11 months ending August 2026, Thorlos’ estimated Share of Search among hiking socks worldwide peaked at 5.3% in June 2026 and was lowest at 2.6% in December 2025.
  • Across the 11 months ending August 2026, Wigwam’s estimated Share of Search among hiking socks worldwide peaked at 5.5% in October 2025 and was lowest at 3.6% in July 2026.
  • Across the 11 months ending August 2026, Bridgedale’s estimated Share of Search among hiking socks worldwide peaked at 4.3% in April 2026 and was lowest at 3.1% in February 2026.
  • Across the 11 months ending August 2026, Icebreaker rose from 6th to 3rd among hiking socks worldwide.
  • Across the 11 months ending August 2026, Thorlos rose from 5th to 4th among hiking socks worldwide.
  • Across the 11 months ending August 2026, Wigwam fell from 3rd to 5th among hiking socks worldwide.
  • Across the 11 months ending August 2026, Bridgedale fell from 4th to 6th among hiking socks worldwide.

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.

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