Darn Tough vs Smartwool:Which is more popular by branded search?
In August 2026, Smartwool had more branded searches than Darn Tough among sock brands worldwide. Smartwool was estimated to have 90.5K branded searches compared to Darn Tough’s 49.5K, and held a 10.4% Share of Search versus Darn Tough’s 5.7%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Darn Tough or Smartwool?
Compare the sock 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 Smartwool, Darn Tough. The figures are in the table below the chart.
View monthly share of search table
| Month | Bombas | Smartwool | Happy Socks | Darn Tough | Stance |
|---|---|---|---|---|---|
| Oct 2025 | 70.2% | 11.5% | 14.1% | 4.2% | <0.01% |
| Nov 2025 | 62.8% | 12.7% | 18.9% | 5.7% | <0.01% |
| Dec 2025 | 58.6% | 14.5% | 21.6% | 5.3% | <0.01% |
| Jan 2026 | 66.7% | 16.3% | 10.9% | 6% | <0.01% |
| Feb 2026 | 69.6% | 14% | 11.4% | 5.1% | <0.01% |
| Mar 2026 | 76.7% | 8.4% | 10.3% | 4.6% | <0.01% |
| Apr 2026 | 75.9% | 8.3% | 10.2% | 5.6% | <0.01% |
| May 2026 | 75.9% | 8.3% | 10.2% | 5.6% | <0.01% |
| Jun 2026 | 77.3% | 8.5% | 8.5% | 5.7% | <0.01% |
| Jul 2026 | 78.5% | 8.6% | 7.1% | 5.8% | <0.01% |
| Aug 2026 | 77% | 10.4% | 6.9% | 5.7% | <0.01% |
| Sep 2026 | — | — | — | — | — |
How has the Darn Tough and Smartwool comparison changed over the last 12 months?
3 findings
- Smartwool was ahead of Darn Tough in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Darn Tough’s estimated Share of Search among sock brands worldwide moved from 4.2% to 5.7%, and its estimated monthly branded searches held steady at 49.5K.
- Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among sock brands worldwide moved from 11.5% to 10.4%, and its estimated monthly branded searches moved from 135K to 90.5K.
How did search popularity change for sock brands worldwide in August 2026?
1 change
In August 2026, Smartwool gained estimated Share of Search among sock brands worldwide, from 8.6% to 10.4%.
How each brand is measured
Brandwave collects information about searches that people make online using Darn Tough’s and Smartwool’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
Smartwool
1 branded search term
- smartwool
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.