How popular isThorlo?
In September 2026, people searched for Thorlo by name about 210 times in New Zealand, about the same as the previous year. These searches made up 2.4% of all New Zealand sock brand searches, placing Thorlo tenth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about sock brands, Thorlo did not appear in any of the answers.
Thorlo is the tenth most searched of 11 competitors and not listed in any AI answer.
NorsewearShare of searches 21.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st- NorsewoodShare of searches 19.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
NZ Sock CompanyShare of searches 16.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd- The Wool CompanyShare of searches 15%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
ThorloShare of searches 2.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top sock brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Thorlo did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
See every answer about sock brands
5 answers
Asked ChatGPT
“Which sock brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best sock brands in New Zealand?”
Asked ChatGPT
“What's the best sock brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“comfortable socks”
Searched Google, AI Overview
“merino socks nz”
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 Thorlo?
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
| Month | Norsewear | Norsewood | NZ Sock Company | The Wool Company | Smartwool | Darn Tough | Stance | Icebreaker | Happy Socks | Thorlo | Lorpen |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 13.6% | 27.8% | 13% | 13.6% | 8.5% | 5.9% | 6.5% | 3.5% | 4.5% | 2.9% | 0.14% |
| Nov 2025 | 42.9% | 20.9% | 9% | 6.5% | 5.3% | 3.4% | 4.7% | 1.7% | 3.2% | 2.1% | 0.2% |
| Dec 2025 | 15.3% | 23.6% | 13.1% | 11.7% | 9.5% | 6.2% | 8.5% | 3.1% | 5.8% | 3.1% | 0.23% |
| Jan 2026 | 15.3% | 29.6% | 11.7% | 15.3% | 9.1% | 6.3% | 3.8% | 3.8% | 2.1% | 2.5% | 0.47% |
| Feb 2026 | 12.5% | 37.3% | 11.7% | 12.5% | 8.2% | 6.2% | 4% | 3.2% | 2.2% | 1.7% | 0.37% |
| Mar 2026 | 14% | 27.4% | 12.8% | 17.2% | 8% | 7.3% | 4.2% | 4.2% | 2.4% | 2.3% | 0.22% |
| Apr 2026 | 21.2% | 22.7% | 10.5% | 21.2% | 6.9% | 6.2% | 3.4% | 4.2% | 1.6% | 1.9% | 0.18% |
| May 2026 | 19.8% | 18.1% | 11.7% | 30% | 7.1% | 4.2% | 2.7% | 3.3% | 1.5% | 1.4% | 0.2% |
| Jun 2026 | 21.6% | 15.7% | 10.1% | 26.8% | 8% | 6.4% | 4.4% | 3.6% | 1.6% | 1.6% | 0.22% |
| Jul 2026 | 22% | 16% | 10.5% | 27.3% | 8.3% | 5.5% | 3.6% | 3.6% | 1.6% | 1.3% | 0.3% |
| Aug 2026 | 21.2% | 18.3% | 12% | 21.2% | 10.2% | 5.2% | 3.4% | 4.2% | 2.3% | 1.9% | 0.18% |
| Sep 2026 | 21.9% | 19.7% | 16.4% | 15% | 8.4% | 5.8% | 4.5% | 3% | 2.5% | 2.4% | 0.23% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 21.9% | 1.9K | -20.8% | +0.8 points | |
| 2, moved from 3rd to 2nd | 19.7% | 1.7K | -17.4% | +1.5 pointsmoved from 3rd to 2nd | |
| 3, moved from 4th to 3rd | 16.4% | 1.4K | +4.4% | +4.4 pointsmoved from 4th to 3rd | |
| 4, moved from 2nd to 4th | 15% | 1.3K | -45.8% | -6.2 pointsmoved from 2nd to 4th | |
| 5, held 5th | 8.4% | 730 | -37.1% | -1.8 points | |
| 6, held 6th | 5.8% | 500 | -15.3% | +0.6 points | |
| 7, moved from 8th to 7th | 4.5% | 390 | 0% | +1.1 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 3% | 260 | -45.8% | -1.2 pointsmoved from 7th to 8th | |
| 9, held 9th | 2.5% | 220 | -15.4% | +0.2 points | |
| 10, held 10th | 2.4% | 210 | 0% | +0.6 points | |
| 11, held 11th | 0.23% | 20 | 0% | +0.1 points |
21.9%
Held 1st. 1.9K estimated branded searches, -20.8% vs prior month. Share +0.8 points.
19.7%
Moved from 3rd to 2nd. 1.7K estimated branded searches, -17.4% vs prior month. Share +1.5 points.
16.4%
Moved from 4th to 3rd. 1.4K estimated branded searches, +4.4% vs prior month. Share +4.4 points.
15%
Moved from 2nd to 4th. 1.3K estimated branded searches, -45.8% vs prior month. Share -6.2 points.
8.4%
Held 5th. 730 estimated branded searches, -37.1% vs prior month. Share -1.8 points.
5.8%
Held 6th. 500 estimated branded searches, -15.3% vs prior month. Share +0.6 points.
7.
Stance4.5%
Moved from 8th to 7th. 390 estimated branded searches, 0% vs prior month. Share +1.1 points.
3%
Moved from 7th to 8th. 260 estimated branded searches, -45.8% vs prior month. Share -1.2 points.
2.5%
Held 9th. 220 estimated branded searches, -15.4% vs prior month. Share +0.2 points.
10.
Thorlo2.4%
Held 10th. 210 estimated branded searches, 0% vs prior month. Share +0.6 points.
11.Lorpen
0.23%
Held 11th. 20 estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between Thorlo and its closest rivals
Every comparison with Thorlo
9 comparisons
How has branded search demand for Thorlo changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Thorlo in New Zealand held steady at 210.
- Across the 12 months ending September 2026, Thorlo’s share of searches among sock brands in New Zealand peaked at 3.1% in December 2025 and was lowest at 1.3% in July 2026.
How did search popularity change for New Zealand sock brands in September 2026?
6 changes
In September 2026, Norsewood overtook The Wool Company to rank 2nd among sock brands in New Zealand, with 19.7% of the searches.
In September 2026, Stance overtook Icebreaker to rank 7th among sock brands in New Zealand, with 4.5% of the searches.
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.
In September 2026, Norsewear gained share of searches among sock brands in New Zealand, from 21.2% to 21.9%.
In September 2026, Thorlo gained share of searches among sock brands in New Zealand, from 1.9% to 2.4%.
In September 2026, Darn Tough gained share of searches among sock brands in New Zealand, from 5.2% to 5.8%.
How are Thorlo’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Thorlo’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- thorlo socks
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