Brandwave

How popular isDarn Tough?

In September 2026, people searched for Darn Tough by name about 500 times in New Zealand, a 16.3% increase from the previous year. These searches made up 2% of all New Zealand merino wool sock brand searches, placing Darn Tough sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about merino wool sock brands, Darn Tough did not appear in any of the answers.

Search and AI answers in September 2026

Darn Tough is the sixth most searched of 6 competitors and not listed in any AI answer.

  1. NorsewearShare of searches 35.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. LamingtonShare of searches 24.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  3. The Wool CompanyShare of searches 24.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  4. IcebreakerShare of searches 12%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  5. Darn ToughShare of searches 2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top merino wool sock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Darn Tough did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Norsewear1st
  2. The Wool Company2nd
  3. Icebreaker3rd
  4. Lamington4th
  5. First Lite–
  6. Darn Tough–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Norsewear3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • The Wool Company3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lamington2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Icebreaker2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • First Lite0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Darn Tough0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about merino wool sock brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which merino wool sock brands compete with Darn Tough?

Darn Tough against merino wool sock brands in New Zealand, by month

Share of searches by month for Norsewear, Lamington, The Wool Company, Icebreaker, First Lite, Darn Tough. The figures are in the table below the chart.

View monthly share of searches table
MonthNorsewearLamingtonThe Wool CompanyIcebreakerFirst LiteDarn Tough
Oct 202525.1%25.1%25.1%16.6%5.3%2.8%
Nov 202568.8%10.4%10.4%7.2%1.8%1.5%
Dec 202532.1%21.7%24.7%14.6%3.5%3.5%
Jan 202628.5%21.9%28.5%14.3%3.7%3.1%
Feb 202626.1%23%26.1%16.4%5.5%2.9%
Mar 202621.8%31.8%26.8%14.6%3.5%1.5%
Apr 202630.2%23.9%30.2%11%3.3%1.4%
May 202626.3%21.8%39.9%8.3%2.4%1.3%
Jun 202628.5%23.6%35.4%9%2.1%1.4%
Jul 202628.3%23.4%35.2%10.1%1.7%1.4%
Aug 202630%23.8%30%12.3%2.6%1.4%
Sep 202635.2%24.1%24.1%12%2.6%2%

  1. 1.Norsewear

    35.2%

    Held 1st. 1.9K estimated branded searches, -20.8% vs prior month. Share +5.2 points.

  2. 2.Lamington

    24.1%

    Moved from 3rd to 2nd. 1.3K estimated branded searches, -31.6% vs prior month. Share +0.3 points.

  3. 3.The Wool Company

    24.1%

    Moved from 2nd to 3rd. 1.3K estimated branded searches, -45.8% vs prior month. Share -5.9 points.

  4. 4.Icebreaker

    12%

    Held 4th. 650 estimated branded searches, -33.7% vs prior month. Share -0.2 points.

  5. 5.First Lite

    2.6%

    Held 5th. 140 estimated branded searches, -33.3% vs prior month. Share 0 points.

  6. 6.Darn Tough

    2%

    Held 6th. 110 estimated branded searches, 0% vs prior month. Share +0.7 points.

Compare popularity between Darn Tough and its closest rivals

Every comparison with Darn Tough

11 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Darn Tough in New Zealand rose from 430 to 500.
  • Across the 12 months ending September 2026, Darn Tough’s share of searches among merino wool sock brands in New Zealand decreased from 2.8% to 2%.
  • Across the 12 months ending September 2026, Darn Tough’s share of searches among merino wool sock brands in New Zealand peaked at 3.5% in December 2025 and was lowest at 1.3% in May 2026.

How did search popularity change for New Zealand merino wool sock brands in September 2026?

5 changes

  1. In September 2026, Norsewear gained share of searches among merino wool sock brands in New Zealand, from 30% to 35.2%.

  2. In September 2026, Darn Tough gained share of searches among merino wool sock brands in New Zealand, from 1.4% to 2%.

  3. In September 2026, The Wool Company lost share of searches among merino wool sock brands in New Zealand, from 30% to 24.1%.

  4. In September 2026, Lamington rose from 3rd to 2nd among merino wool sock brands in New Zealand.

  5. Estimated monthly branded searches for First Lite in New Zealand fell 33.3% over 12 measured months, from 210 to 140 in September 2026.

How are Darn Tough’s branded searches counted?

4 search terms

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 socks
  • darntough
  • darntough socks

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How the Brand Demand Index is measured

Where does Darn Tough compete?

Darn Tough is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sock brands6th of 115.8%Show ranking
Merino wool sock brands6th of 62%Shown above
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Is Darn Tough your brand?

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