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 5.8% of all New Zealand sock brand searches, placing Darn Tough sixth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about sock brands, Darn Tough appeared in one of the five answers and was the fifth most recommended of the 11.

Search and AI answers in September 2026

Darn Tough is the sixth most searched of 11 competitors and the fifth most recommended in AI answers.

  1. NorsewearShare of searches 21.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. NorsewoodShare of searches 19.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  3. NZ Sock CompanyShare of searches 16.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. The Wool CompanyShare of searches 15%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. Darn ToughShare of searches 5.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

+6 more

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Top sock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Darn Tough was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Darn Tough is the fifth most recommended of the 11.

Most recommended by AI

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

  1. Norsewear1st
  2. Icebreaker2nd
  3. NZ Sock Company3rd
  4. The Wool Company4th
  5. Darn Tough5th
  6. Norsewood6th
  7. Smartwool7th
  8. Stance–
  9. Happy Socks–
  10. Thorlo–
  11. +1 more

Mentioned by AI

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

  • Norsewear5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Icebreaker3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NZ Sock Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Wool Company2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Norsewood1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Smartwool1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Darn Tough1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Happy Socks0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thorlo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about sock brands

5 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 sock brands compete with Darn Tough?

Darn Tough against sock brands in New Zealand, by month

Share of searches by month for Norsewear, Norsewood, NZ Sock Company, The Wool Company, Smartwool, Darn Tough, Stance, Icebreaker, Happy Socks, Thorlo. The figures are in the table below the chart.

View monthly share of searches table
MonthNorsewearNorsewoodNZ Sock CompanyThe Wool CompanySmartwoolDarn ToughStanceIcebreakerHappy SocksThorloLorpen
Oct 202513.6%27.8%13%13.6%8.5%5.9%6.5%3.5%4.5%2.9%0.14%
Nov 202542.9%20.9%9%6.5%5.3%3.4%4.7%1.7%3.2%2.1%0.2%
Dec 202515.3%23.6%13.1%11.7%9.5%6.2%8.5%3.1%5.8%3.1%0.23%
Jan 202615.3%29.6%11.7%15.3%9.1%6.3%3.8%3.8%2.1%2.5%0.47%
Feb 202612.5%37.3%11.7%12.5%8.2%6.2%4%3.2%2.2%1.7%0.37%
Mar 202614%27.4%12.8%17.2%8%7.3%4.2%4.2%2.4%2.3%0.22%
Apr 202621.2%22.7%10.5%21.2%6.9%6.2%3.4%4.2%1.6%1.9%0.18%
May 202619.8%18.1%11.7%30%7.1%4.2%2.7%3.3%1.5%1.4%0.2%
Jun 202621.6%15.7%10.1%26.8%8%6.4%4.4%3.6%1.6%1.6%0.22%
Jul 202622%16%10.5%27.3%8.3%5.5%3.6%3.6%1.6%1.3%0.3%
Aug 202621.2%18.3%12%21.2%10.2%5.2%3.4%4.2%2.3%1.9%0.18%
Sep 202621.9%19.7%16.4%15%8.4%5.8%4.5%3%2.5%2.4%0.23%

  1. 1.Norsewear

    21.9%

    Held 1st. 1.9K estimated branded searches, -20.8% vs prior month. Share +0.8 points.

  2. 2.Norsewood

    19.7%

    Moved from 3rd to 2nd. 1.7K estimated branded searches, -17.4% vs prior month. Share +1.5 points.

  3. 3.NZ Sock Company

    16.4%

    Moved from 4th to 3rd. 1.4K estimated branded searches, +4.4% vs prior month. Share +4.4 points.

  4. 4.The Wool Company

    15%

    Moved from 2nd to 4th. 1.3K estimated branded searches, -45.8% vs prior month. Share -6.2 points.

  5. 5.Smartwool

    8.4%

    Held 5th. 730 estimated branded searches, -37.1% vs prior month. Share -1.8 points.

  6. 6.Darn Tough

    5.8%

    Held 6th. 500 estimated branded searches, -15.3% vs prior month. Share +0.6 points.

  7. 7.Stance

    4.5%

    Moved from 8th to 7th. 390 estimated branded searches, 0% vs prior month. Share +1.1 points.

  8. 8.Icebreaker

    3%

    Moved from 7th to 8th. 260 estimated branded searches, -45.8% vs prior month. Share -1.2 points.

  9. 9.Happy Socks

    2.5%

    Held 9th. 220 estimated branded searches, -15.4% vs prior month. Share +0.2 points.

  10. 10.Thorlo

    2.4%

    Held 10th. 210 estimated branded searches, 0% vs prior month. Share +0.6 points.

  11. 11.Lorpen

    0.23%

    Held 11th. 20 estimated branded searches, 0% vs prior month. Share +0.1 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 sock brands in New Zealand peaked at 7.3% in March 2026 and was lowest at 3.4% in November 2025.
  • Across the 12 months ending September 2026, Darn Tough rose from 7th to 6th among sock brands in New Zealand.

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

6 changes

  1. In September 2026, Norsewood overtook The Wool Company to rank 2nd among sock brands in New Zealand, with 19.7% of the searches.

  2. In September 2026, Stance overtook Icebreaker to rank 7th among sock brands in New Zealand, with 4.5% of the searches.

  3. In September 2026, NZ Sock Company overtook The Wool Company to rank 3rd among sock brands in New Zealand, with 16.4% of the searches.

  4. In September 2026, Norsewear gained share of searches among sock brands in New Zealand, from 21.2% to 21.9%.

  5. In September 2026, Thorlo gained share of searches among sock brands in New Zealand, from 1.9% to 2.4%.

  6. In September 2026, Darn Tough gained share of searches among sock brands in New Zealand, from 5.2% to 5.8%.

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

Do you work for Darn Tough? To request corrections or removal please contact us via our support page and we will be happy to assist.

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%Shown above
Merino wool sock brands6th of 62%Show ranking
Creator with pink hair and a pink jacket

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