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Sock brands in New Zealand:Which brands are most popular in search?

In August 2026, Darn Tough was the most searched among sock brands in New Zealand, with an estimated 1.5K branded searches and 44.6% estimated Share of Search within this set.

Share of Search, August 2026
  1. Darn Tough44.6%
  2. NZ Sock Company41.6%
  3. Happy Socks13.1%
  4. Lorpen0.61%

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Share of SearchLeaderboard

Compare the sock brands New Zealanders wear. 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.

Share of Search among sock brands in New Zealand, by month

Share of Search by month for Darn Tough, NZ Sock Company, Happy Socks. The figures are in the table below the chart.

View monthly share of search table
MonthDarn ToughNZ Sock CompanyHappy SocksLorpen
Oct 202528.3%44.8%26.4%0.47%
Nov 202525.4%46.2%27.4%1%
Dec 202526.9%43.1%29.2%0.77%
Jan 202636.1%47.6%14.4%1.9%
Feb 202647.3%39.7%11.8%1.3%
Mar 202652.9%36.6%9.8%0.62%
Apr 202658%33.3%8.1%0.56%
May 202659.9%32.7%6.8%0.57%
Jun 202668.9%24.3%6.3%0.54%
Jul 202665.5%27.4%6.3%0.79%
Aug 202644.6%41.6%13.1%0.61%
Sep 2026————

This month’s ranking, August 2026

  1. 1.Darn Tough

    44.6%

    held 1st · 1.5K estimated branded searches · -56% vs prior month · -20.8 points

  2. 2.NZ Sock Company

    41.6%

    held 2nd · 1.4K estimated branded searches · -2.2% vs prior month · +14.2 points

  3. 3.Happy Socks

    13.1%

    held 3rd · 430 estimated branded searches · +34.4% vs prior month · +6.8 points

  4. 4.Lorpen

    0.61%

    held 4th · 20 estimated branded searches · -50% vs prior month · -0.2 points

Compare search popularity between leading brands

Which brand is most popular in search among sock brands in New Zealand?

In August 2026, Darn Tough was the most searched among sock brands in New Zealand, with an estimated 1.5K branded searches and 44.6% estimated Share of Search within this set. NZ Sock Company is in 2nd place, 3.1 percentage points behind at 41.6% Share of Search.

New Zealand sock brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Darn Tough28.3% → 44.6%68.9%Jun 202625.4%Nov 20252nd → 1st
NZ Sock Company44.8% → 41.6%47.6%Jan 202624.3%Jun 20261st → 2nd
Happy Socks26.4% → 13.1%29.2%Dec 20256.3%Jun 20263rd
Lorpen0.47% → 0.61%1.9%Jan 20260.47%Oct 20254th

Each finding as a sentence

  • 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, NZ Sock Company’s estimated Share of Search among sock brands in New Zealand decreased from 44.8% to 41.6%.
  • Across the 11 months ending August 2026, Happy Socks’ estimated Share of Search among sock brands in New Zealand decreased from 26.4% to 13.1%.
  • 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, NZ Sock Company’s estimated Share of Search among sock brands in New Zealand peaked at 47.6% in January 2026 and was lowest at 24.3% in June 2026.
  • Across the 11 months ending August 2026, Happy Socks’ estimated Share of Search among sock brands in New Zealand peaked at 29.2% in December 2025 and was lowest at 6.3% in June 2026.
  • Across the 11 months ending August 2026, Lorpen’s estimated Share of Search among sock brands in New Zealand peaked at 1.9% in January 2026 and was lowest at 0.47% in October 2025.
  • Across the 11 months ending August 2026, Darn Tough rose from 2nd to 1st among sock brands in New Zealand.
  • Across the 11 months ending August 2026, NZ Sock Company fell from 1st to 2nd among sock brands in New Zealand.
  • Across the 11 months ending August 2026, Lorpen held steady: its estimated Share of Search among sock brands in New Zealand moved less than 0.5 percentage points.

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

  1. In August 2026, NZ Sock Company gained estimated Share of Search among sock brands in New Zealand, from 27.4% to 41.6%.

  2. In August 2026, Happy Socks gained estimated Share of Search among sock brands in New Zealand, from 6.3% to 13.1%.

  3. In August 2026, Darn Tough lost estimated Share of Search among sock brands in New Zealand, from 65.5% to 44.6%.

  4. Estimated monthly branded searches for Lorpen in New Zealand rose 100% over 11 measured months, from 10 to 20 in August 2026.

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