Darn Tough vs The Wool Company:Which is more popular?
In September 2026, The Wool Company had more branded searches than Darn Tough among merino wool sock brands in New Zealand. The Wool Company had about 1,300 branded searches, while Darn Tough had 110. The Wool Company made up 24.1% of all merino wool sock brand searches we track, and Darn Tough accounted for 2%. When we asked ChatGPT and Google AI Overviews about merino wool sock brands, The Wool Company appeared in three of the four answers and Darn Tough in none.
Who do people search for more?
The Wool Company, about 12 searches for every 1 for Darn Tough
Who does AI mention more?
The Wool Company, mentioned in 3 of 4 answers, Darn Tough in 0
Who does AI recommend more?
The Wool Company, the only one of the two named
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Top merino wool sock brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, The Wool Company was mentioned in three out of four: in all three ChatGPT answers, but not in the 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.
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
Asked ChatGPT
“Which merino wool sock brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best merino wool sock brands in New Zealand?”
Asked ChatGPT
“What's the best merino wool sock brand in New Zealand for warm feet?”
Searched Google, AI Overview
“merino socks nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“wool 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.
Is Darn Tough or The Wool Company more popular in search?
This chart shows how often people search Google for Darn Tough and The Wool Company by name. Each line represents a brand's share of searches for all six merino wool sock brands we track, month by month, from searches in New Zealand.
Share of searches by month for The Wool Company, Darn Tough. The figures are in the table below the chart.
View monthly share of searches table
| Month | Norsewear | Lamington | The Wool Company | Icebreaker | First Lite | Darn Tough |
|---|---|---|---|---|---|---|
| Oct 2025 | 25.1% | 25.1% | 25.1% | 16.6% | 5.3% | 2.8% |
| Nov 2025 | 68.8% | 10.4% | 10.4% | 7.2% | 1.8% | 1.5% |
| Dec 2025 | 32.1% | 21.7% | 24.7% | 14.6% | 3.5% | 3.5% |
| Jan 2026 | 28.5% | 21.9% | 28.5% | 14.3% | 3.7% | 3.1% |
| Feb 2026 | 26.1% | 23% | 26.1% | 16.4% | 5.5% | 2.9% |
| Mar 2026 | 21.8% | 31.8% | 26.8% | 14.6% | 3.5% | 1.5% |
| Apr 2026 | 30.2% | 23.9% | 30.2% | 11% | 3.3% | 1.4% |
| May 2026 | 26.3% | 21.8% | 39.9% | 8.3% | 2.4% | 1.3% |
| Jun 2026 | 28.5% | 23.6% | 35.4% | 9% | 2.1% | 1.4% |
| Jul 2026 | 28.3% | 23.4% | 35.2% | 10.1% | 1.7% | 1.4% |
| Aug 2026 | 30% | 23.8% | 30% | 12.3% | 2.6% | 1.4% |
| Sep 2026 | 35.2% | 24.1% | 24.1% | 12% | 2.6% | 2% |
How has the Darn Tough and The Wool Company comparison changed over the last 12 months?
3 findings
- The Wool Company was ahead of Darn Tough in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Darn Tough’s share of searches among merino wool sock brands in New Zealand moved from 2.8% to 2%, and its estimated monthly branded searches held steady at 110.
- Across the 12 months ending September 2026, The Wool Company’s share of searches among merino wool sock brands in New Zealand moved from 25.1% to 24.1%, and its estimated monthly branded searches moved from 1K to 1.3K.
How did search popularity change for New Zealand merino wool sock brands in September 2026?
2 changes
In September 2026, Darn Tough gained share of searches among merino wool sock brands in New Zealand, from 1.4% to 2%.
In September 2026, The Wool Company lost share of searches among merino wool sock brands in New Zealand, from 30% to 24.1%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Darn Tough’s and The Wool Company’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Darn Tough
2 branded search terms
- darn tough
- darntough
The Wool Company
1 branded search term
- the wool company
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