Norsewear vs The Wool Company:Which is more popular?
In September 2026, Norsewear had more branded searches than The Wool Company among sock brands in New Zealand. Norsewear had about 1,900 branded searches, while The Wool Company had 1,300. Norsewear made up 21.9% of all sock brand searches we track, and The Wool Company accounted for 15%. When we asked ChatGPT and Google AI Overviews about sock brands, Norsewear appeared in all five answers and The Wool Company in two. Norsewear was mentioned before The Wool Company in every answer.
Who do people search for more?
Norsewear, about 46% more searches than The Wool Company
Who does AI mention more?
Norsewear, mentioned in every answer we collected
Who does AI recommend more?
Norsewear, named ahead of The Wool Company in every answer
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Top sock brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Norsewear appeared in all five answers. The Wool Company was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Norsewear was listed before The Wool Company 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 The Wool Company more popular in search?
This chart shows how often people search Google for Norsewear and The Wool Company 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, The Wool Company. 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 The Wool Company comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: The Wool Company took it in March 2026, Norsewear took it in 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, The Wool Company’s share of searches among sock brands in New Zealand moved from 13.6% to 15%, and its estimated monthly branded searches moved from 1K to 1.3K.
How did search popularity change for New Zealand sock brands in September 2026?
4 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, 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, The Wool Company lost share of searches among sock brands in New Zealand, from 21.2% to 15%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Norsewear’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.
Norsewear
1 branded search term
- norsewear
The Wool Company
1 branded search term
- the wool company
Other head-to-heads among sock brands
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