Norsewear vs Smartwool:Which is more popular?
In September 2026, Norsewear had more branded searches than Smartwool among sock brands in New Zealand. Norsewear had about 1,900 branded searches, while Smartwool had 730. Norsewear made up 21.9% of all sock brand searches we track, and Smartwool accounted for 8.4%. When we asked ChatGPT and Google AI Overviews about sock brands, Norsewear appeared in all five answers and Smartwool in one. Norsewear was mentioned before Smartwool in every answer.
Who do people search for more?
Norsewear, about 3 searches for every 1 for Smartwool
Who does AI mention more?
Norsewear, mentioned in every answer we collected
Who does AI recommend more?
Norsewear, named ahead of Smartwool in every answer
Follow Norsewear vs Smartwool and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top sock brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Norsewear appeared in all five answers. Smartwool was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Norsewear was listed before Smartwool in every answer.
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.
Is Norsewear or Smartwool more popular in search?
This chart shows how often people search Google for Norsewear and Smartwool by name. Each line represents a brand's share of searches for all 11 sock brands we track, month by month, from searches in New Zealand.
Share of searches by month for Norsewear, Smartwool. 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% |
How has the Norsewear and Smartwool comparison changed over the last 12 months?
3 findings
- Norsewear was ahead of Smartwool in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Norsewear’s share of searches among sock brands in New Zealand moved from 13.6% to 21.9%, and its estimated monthly branded searches moved from 1K to 1.9K.
- Across the 12 months ending September 2026, Smartwool’s share of searches among sock brands in New Zealand moved from 8.5% to 8.4%, and its estimated monthly branded searches moved from 620 to 730.
How did search popularity change for New Zealand sock brands in September 2026?
2 changes
In September 2026, Norsewear gained share of searches among sock brands in New Zealand, from 21.2% to 21.9%.
In September 2026, Smartwool lost share of searches among sock brands in New Zealand, from 10.2% to 8.4%.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Norsewear’s and Smartwool’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.
Other head-to-heads among sock brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.