Smartwool vs Thorlos:Which is more popular by branded search?
In August 2026, Smartwool had more branded searches than Thorlos among hiking socks worldwide. Smartwool was estimated to have 90.5K branded searches compared to Thorlos’ 6.6K, and held a 54.3% Share of Search versus Thorlos’ 4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Smartwool or Thorlos?
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 by month for Smartwool, Thorlos. The figures are in the table below the chart.
View monthly share of search table
| Month | Smartwool | Darn Tough | Icebreaker | Thorlos | Wigwam | Bridgedale |
|---|---|---|---|---|---|---|
| Oct 2025 | 61.5% | 22.6% | 3% | 3.7% | 5.5% | 3.7% |
| Nov 2025 | 60.1% | 26.9% | 2% | 3% | 4.4% | 3.6% |
| Dec 2025 | 64.5% | 23.6% | 1.4% | 2.6% | 4.8% | 3.2% |
| Jan 2026 | 63.8% | 23.5% | 1.7% | 3.1% | 4.7% | 3.1% |
| Feb 2026 | 62.9% | 23.1% | 2.5% | 3.8% | 4.6% | 3.1% |
| Mar 2026 | 53.4% | 29.2% | 3.9% | 4.8% | 4.8% | 3.9% |
| Apr 2026 | 48.4% | 32.4% | 5.3% | 5.3% | 4.3% | 4.3% |
| May 2026 | 48.4% | 32.4% | 5.3% | 5.3% | 4.3% | 4.3% |
| Jun 2026 | 48.8% | 32.6% | 5.3% | 5.3% | 4.4% | 3.6% |
| Jul 2026 | 49.7% | 33.2% | 5.4% | 4.4% | 3.6% | 3.6% |
| Aug 2026 | 54.3% | 29.7% | 4.9% | 4% | 4% | 3.2% |
| Sep 2026 | — | — | — | — | — | — |
How has the Smartwool and Thorlos comparison changed over the last 12 months?
3 findings
- Smartwool was ahead of Thorlos in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among hiking socks worldwide moved from 61.5% to 54.3%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 11 months ending August 2026, Thorlos’ estimated Share of Search among hiking socks worldwide moved from 3.7% to 4%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
How did search popularity change for hiking socks worldwide in August 2026?
2 changes
In August 2026, Smartwool gained estimated Share of Search among hiking socks worldwide, from 49.7% to 54.3%.
Estimated monthly branded searches for Thorlos worldwide fell 18.5% over 11 measured months, from 8.1K to 6.6K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Smartwool’s and Thorlos’ 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.
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.