Brandwave

Merino wool sock brands:Which are searched most?

In September 2026, Bombas was the most searched among merino wool sock brands worldwide, with an estimated 673K branded searches and 50.8% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Bombas50.8%
  2. Carhartt34%
  3. First Lite6.8%
  4. Darn Tough3.7%
  5. Feetures3.7%
  6. Wigwam0.5%
  7. Icebreaker0.41%

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Share of SearchLeaderboard

Compare the merino wool sock brands brands people buy. 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 merino wool sock brands worldwide, by month

Share of Search by month for Bombas, Carhartt, First Lite, Darn Tough, Feetures. The figures are in the table below the chart.

View monthly share of search table
MonthBombasCarharttFirst LiteDarn ToughFeeturesWigwamIcebreaker
Oct 202543.3%43.3%7.1%2.6%2.6%0.64%0.35%
Nov 202538.8%47.7%6.4%3.5%2.9%0.58%0.26%
Dec 202540.1%49.3%3.6%3.6%2.4%0.73%0.22%
Jan 202644.5%44.5%3.3%4%2.7%0.8%0.29%
Feb 202652.7%35.2%3.9%3.9%3.2%0.77%0.42%
Mar 202664.4%23.5%3.2%3.9%3.9%0.63%0.52%
Apr 202664.8%19.3%3.9%4.8%5.8%0.64%0.78%
May 202666.5%16.3%4.9%4.9%6%0.65%0.8%
Jun 202667.1%16.4%4%4.9%6%0.66%0.81%
Jul 202666.6%16.3%4.9%4.9%6%0.53%0.8%
Aug 202658.3%21.3%9.5%4.3%5.2%0.57%0.7%
Sep 202650.8%34%6.8%3.7%3.7%0.5%0.41%

This month’s ranking, September 2026

  1. 1.Bombas

    50.8%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -7.5 points.

  2. 2.Carhartt

    34%

    Held 2nd. 450K estimated branded searches, +82.9% vs prior month. Share +12.7 points.

  3. 3.First Lite

    6.8%

    Held 3rd. 90.5K estimated branded searches, -17.7% vs prior month. Share -2.7 points.

  4. 4.Darn Tough

    3.7%

    Moved from 5th to 4th. 49.5K estimated branded searches, 0% vs prior month. Share -0.6 points.

  5. 5.Feetures

    3.7%

    Moved from 4th to 5th. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.5 points.

  6. 6.Wigwam

    0.5%

    Moved from 7th to 6th. 6.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Icebreaker

    0.41%

    Moved from 6th to 7th. 5.4K estimated branded searches, -33.3% vs prior month. Share -0.3 points.

Compare search popularity between leading brands

Which brand is most popular in search among merino wool sock brands worldwide?

In September 2026, Bombas was the most searched among merino wool sock brands worldwide, with an estimated 673K branded searches and 50.8% estimated Share of Search within this set. Carhartt is in 2nd place, 16.8 percentage points behind at 34% Share of Search.

Global merino wool sock brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Bombas43.3% → 50.8%67.1%Jun 202638.8%Nov 20251st
Carhartt43.3% → 34%49.3%Dec 202516.3%May 20262nd
First Lite7.1% → 6.8%9.5%Aug 20263.2%Mar 20263rd
Darn Tough2.6% → 3.7%4.9%Jun 20262.6%Oct 20254th
Feetures2.6% → 3.7%6%Jun 20262.4%Dec 20255th
Wigwam0.64% → 0.5%0.8%Jan 20260.5%Sep 20266th
Icebreaker0.35% → 0.41%0.81%Jun 20260.22%Dec 20257th

Each finding as a sentence

  • Across the 12 months ending September 2026, Bombas’ estimated Share of Search among merino wool sock brands worldwide increased from 43.3% to 50.8%.
  • Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among merino wool sock brands worldwide decreased from 43.3% to 34%.
  • Across the 12 months ending September 2026, Darn Tough’s estimated Share of Search among merino wool sock brands worldwide increased from 2.6% to 3.7%.
  • Across the 12 months ending September 2026, Feetures’ estimated Share of Search among merino wool sock brands worldwide increased from 2.6% to 3.7%.
  • Across the 12 months ending September 2026, Bombas’ estimated Share of Search among merino wool sock brands worldwide peaked at 67.1% in June 2026 and was lowest at 38.8% in November 2025.
  • Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among merino wool sock brands worldwide peaked at 49.3% in December 2025 and was lowest at 16.3% in May 2026.
  • Across the 12 months ending September 2026, First Lite’s estimated Share of Search among merino wool sock brands worldwide peaked at 9.5% in August 2026 and was lowest at 3.2% in March 2026.
  • Across the 12 months ending September 2026, Darn Tough’s estimated Share of Search among merino wool sock brands worldwide peaked at 4.9% in June 2026 and was lowest at 2.6% in October 2025.
  • Across the 12 months ending September 2026, Feetures’ estimated Share of Search among merino wool sock brands worldwide peaked at 6% in June 2026 and was lowest at 2.4% in December 2025.
  • Across the 12 months ending September 2026, First Lite, Wigwam and Icebreaker held steady: their estimated Share of Search among merino wool sock brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for merino wool sock brands worldwide in September 2026?

  1. In September 2026, Carhartt gained estimated Share of Search among merino wool sock brands worldwide, from 21.3% to 34%.

  2. In September 2026, Bombas lost estimated Share of Search among merino wool sock brands worldwide, from 58.3% to 50.8%.

  3. In September 2026, First Lite lost estimated Share of Search among merino wool sock brands worldwide, from 9.5% to 6.8%.

  4. In September 2026, Feetures lost estimated Share of Search among merino wool sock brands worldwide, from 5.2% to 3.7%.

  5. In September 2026, Darn Tough lost estimated Share of Search among merino wool sock brands worldwide, from 4.3% to 3.7%.

  6. In September 2026, Wigwam rose from 7th to 6th among merino wool sock brands worldwide.

  7. In September 2026, Icebreaker fell from 6th to 7th among merino wool sock brands worldwide.

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