Darn Tough vs First Lite:Which is searched more?
In September 2026, First Lite had more branded searches than Darn Tough among merino wool sock brands worldwide. First Lite was estimated to have 90.5K branded searches compared to Darn Tough’s 49.5K, and held a 10.2% Share of Search versus Darn Tough’s 5.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Darn Tough or First Lite?
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 by month for First Lite, Darn Tough. 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% |
How has the Darn Tough and First Lite comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Darn Tough took it in January 2026, First Lite took it in August 2026.
- Across the 12 months ending September 2026, Darn Tough’s estimated Share of Search among merino wool sock brands worldwide moved from 4.5% to 5.6%, and its estimated monthly branded searches held steady at 49.5K.
- Across the 12 months ending September 2026, First Lite’s estimated Share of Search among merino wool sock brands worldwide moved from 12.4% to 10.2%, and its estimated monthly branded searches moved from 135K to 90.5K.
How did search popularity change for merino wool sock brands worldwide in September 2026?
2 changes
In September 2026, First Lite lost estimated Share of Search among merino wool sock brands worldwide, from 12% to 10.2%.
In September 2026, Darn Tough rose from 4th to 3rd among merino wool sock brands worldwide.
Other head-to-heads among merino wool sock brands
How each brand is measured
Brandwave collects information about searches that people make online using Darn Tough’s and First Lite’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Darn Tough
1 branded search term
- darn tough
First Lite
1 branded search term
- first lite
Put your own brand in this comparison
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