Brandwave

How popular isDarn Tough in search?

In August 2026, there were an estimated 1.5K branded searches for Darn Tough in New Zealand which is up 143.3% over the last 11 months. Darn Tough holds 44.6% estimated Share of Search among New Zealand sock brands and is ranked 1st of 4 competitors for search popularity.

Share of Search, August 2026
  1. Darn Tough44.6%
  2. NZ Sock Company41.6%
  3. Happy Socks13.1%
  4. Lorpen0.61%
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Which sock brands compete with Darn Tough?

Darn Tough against sock brands in New Zealand, by month

Share of Search by month for Darn Tough, NZ Sock Company, Happy Socks. The figures are in the table below the chart.

View monthly share of search table
MonthDarn ToughNZ Sock CompanyHappy SocksLorpen
Oct 202528.3%44.8%26.4%0.47%
Nov 202525.4%46.2%27.4%1%
Dec 202526.9%43.1%29.2%0.77%
Jan 202636.1%47.6%14.4%1.9%
Feb 202647.3%39.7%11.8%1.3%
Mar 202652.9%36.6%9.8%0.62%
Apr 202658%33.3%8.1%0.56%
May 202659.9%32.7%6.8%0.57%
Jun 202668.9%24.3%6.3%0.54%
Jul 202665.5%27.4%6.3%0.79%
Aug 202644.6%41.6%13.1%0.61%
Sep 2026————

  1. 1.Darn Tough

    44.6%

    held 1st · 1.5K estimated branded searches · -56% vs prior month · -20.8 points

  2. 2.NZ Sock Company

    41.6%

    held 2nd · 1.4K estimated branded searches · -2.2% vs prior month · +14.2 points

  3. 3.Happy Socks

    13.1%

    held 3rd · 430 estimated branded searches · +34.4% vs prior month · +6.8 points

  4. 4.Lorpen

    0.61%

    held 4th · 20 estimated branded searches · -50% vs prior month · -0.2 points

Compare search popularity between Darn Tough and its closest rivals

How has branded search demand for Darn Tough changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Darn Tough in New Zealand rose from 600 to 1.5K.
  • Across the 11 months ending August 2026, Darn Tough’s estimated Share of Search among sock brands in New Zealand increased from 28.3% to 44.6%.
  • Across the 11 months ending August 2026, Darn Tough’s estimated Share of Search among sock brands in New Zealand peaked at 68.9% in June 2026 and was lowest at 25.4% in November 2025.
  • Across the 11 months ending August 2026, Darn Tough rose from 2nd to 1st among sock brands in New Zealand.

How did search popularity change for New Zealand sock brands in August 2026?

  1. In August 2026, NZ Sock Company gained estimated Share of Search among sock brands in New Zealand, from 27.4% to 41.6%.

  2. In August 2026, Happy Socks gained estimated Share of Search among sock brands in New Zealand, from 6.3% to 13.1%.

  3. In August 2026, Darn Tough lost estimated Share of Search among sock brands in New Zealand, from 65.5% to 44.6%.

  4. Estimated monthly branded searches for Lorpen in New Zealand rose 100% over 11 measured months, from 10 to 20 in August 2026.

How is Darn Tough measured?

Brandwave collects information about searches that people make online using Darn Tough’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

14 branded search terms

  • darn tough
  • darn tough hiking socks
  • darn tough merino socks
  • darn tough near me
  • darn tough nz
  • darn tough running socks
  • darn tough socks
  • darn tough wool socks
  • darn tough work socks
  • darntough
  • darntough com
  • darntough hiking socks
  • darntough socks
  • mens darn tough socks

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How the Brand Demand Index is measured

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