---
title: "Darn Tough: search popularity and Share of Search in New Zealand"
description: "Darn Tough makes socks sold in New Zealand. 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/nz/brands/darn-tough"
publisher: "Brandwave"
---

# Darn Tough: search popularity and Share of Search in New Zealand

Darn Tough makes socks sold in New Zealand. 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

- **Brand**: Darn Tough
- **Market**: New Zealand
- **Measured month**: Aug 2026
- **Share of Search among sock brands**: 44.6%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Sock brands | 1 | 44.6% | 1.5K |

- [Sock brands](/demand/nz/categories/nz-sock-brands)

## 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?

- In August 2026, NZ Sock Company gained estimated Share of Search among sock brands in New Zealand, from 27.4% to 41.6%.
- In August 2026, Happy Socks gained estimated Share of Search among sock brands in New Zealand, from 6.3% to 13.1%.
- In August 2026, Darn Tough lost estimated Share of Search among sock brands in New Zealand, from 65.5% to 44.6%.
- Estimated monthly branded searches for Lorpen in New Zealand rose 100% over 11 measured months, from 10 to 20 in August 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Sock brands | 600 | 28.3% | 2 |
| Nov 2025 | Sock brands | 760 | 25.4% | 3 |
| Dec 2025 | Sock brands | 700 | 26.9% | 3 |
| Jan 2026 | Sock brands | 750 | 36.1% | 2 |
| Feb 2026 | Sock brands | 1.1K | 47.3% | 1 |
| Mar 2026 | Sock brands | 1.7K | 52.9% | 1 |
| Apr 2026 | Sock brands | 2.1K | 58% | 1 |
| May 2026 | Sock brands | 3.1K | 59.9% | 1 |
| Jun 2026 | Sock brands | 3.9K | 68.9% | 1 |
| Jul 2026 | Sock brands | 3.3K | 65.5% | 1 |
| Aug 2026 | Sock brands | 1.5K | 44.6% | 1 |
| Sep 2026 | Sock brands | — | — | — |

## 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.

- “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”

## Which sock brands compete with Darn Tough?

- [NZ Sock Company](/demand/nz/brands/nz-sock-company): Head-to-head: /demand/nz/compare/darn-tough-vs-nz-sock-company
- [Happy Socks](/demand/nz/brands/happy-socks): Head-to-head: /demand/nz/compare/darn-tough-vs-happy-socks
- [Lorpen](/demand/nz/brands/lorpen): Head-to-head: /demand/nz/compare/darn-tough-vs-lorpen

## Methodology

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

## Cite this page

Brandwave. "Darn Tough: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/darn-tough

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