---
title: "Darn Tough vs Smartwool: Which is more popular by branded search?"
description: "Which is more popular in search, Darn Tough or Smartwool? Compare estimated monthly branded-search demand and Share of Search inside the Sock brands set worldwide. 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."
canonical: "https://gobrandwave.com/demand/global-en/compare/darn-tough-vs-smartwool"
publisher: "Brandwave"
---

# Darn Tough vs Smartwool: Which is more popular by branded search?

Which is more popular in search, Darn Tough or Smartwool? Compare estimated monthly branded-search demand and Share of Search inside the Sock brands set worldwide. 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.

## Key facts

- **Compared**: Darn Tough and Smartwool
- **Competitive set**: Sock brands
- **Market**: Global
- **Month measured**: Aug 2026
- **Darn Tough Share of Search**: 5.7%
- **Smartwool Share of Search**: 10.4%

## Which is more popular in search, Darn Tough or Smartwool?

- 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%.
- 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?

- In August 2026, Smartwool gained estimated Share of Search among sock brands worldwide, from 8.6% to 10.4%.

## Month by month

| Month | Darn Tough estimated searches | Darn Tough Share of Search | Darn Tough rank | Smartwool estimated searches | Smartwool Share of Search | Smartwool rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 49.5K | 4.2% | 4 | 135K | 11.5% | 3 |
| Nov 2025 | 110K | 5.7% | 4 | 246K | 12.7% | 3 |
| Dec 2025 | 110K | 5.3% | 4 | 301K | 14.5% | 3 |
| Jan 2026 | 74K | 6% | 4 | 201K | 16.3% | 2 |
| Feb 2026 | 49.5K | 5.1% | 4 | 135K | 14% | 2 |
| Mar 2026 | 49.5K | 4.6% | 4 | 90.5K | 8.4% | 3 |
| Apr 2026 | 49.5K | 5.6% | 4 | 74K | 8.3% | 3 |
| May 2026 | 49.5K | 5.6% | 4 | 74K | 8.3% | 3 |
| Jun 2026 | 49.5K | 5.7% | 4 | 74K | 8.5% | 3 |
| Jul 2026 | 49.5K | 5.8% | 4 | 74K | 8.6% | 2 |
| Aug 2026 | 49.5K | 5.7% | 4 | 90.5K | 10.4% | 2 |
| Sep 2026 | — | — | — | — | — | — |

## 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**: Measured on the search term “darn tough”.
- **Smartwool**: Measured on the search term “smartwool”.

- [Darn Tough profile](/demand/global-en/brands/darn-tough)
- [Smartwool profile](/demand/global-en/brands/smartwool)
- [All sock brands worldwide](/demand/global-en/categories/sock-brands): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Darn Tough or Smartwool?

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%.

## Cite this page

Brandwave. "Darn Tough vs Smartwool: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/darn-tough-vs-smartwool

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/darn-tough-vs-smartwool. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.