Brandwave

Darn Tough vs Icebreaker:Which is more popular?

In September 2026, Darn Tough had more branded searches than Icebreaker among sock brands in New Zealand. Darn Tough had about 500 branded searches, while Icebreaker had 260. Darn Tough made up 5.8% of all sock brand searches we track, and Icebreaker accounted for 3%. When we asked ChatGPT and Google AI Overviews about sock brands, Icebreaker appeared in three of the five answers and Darn Tough in one. Icebreaker was mentioned before Darn Tough in every answer that named either.

Among sock brands in New Zealand in September 2026

Who do people search for more?

Darn Tough, about 92% more searches than Icebreaker

Darn Tough 500 searchesIcebreaker 260 searches

Who does AI mention more?

Icebreaker, mentioned in 3 of 5 answers, Darn Tough in 1

Icebreaker in 3 of 5Darn Tough in 1 of 5

Who does AI recommend more?

Icebreaker, named ahead of Darn Tough in 3 of 3 answers

Icebreaker first in 3Darn Tough never first

Follow Darn Tough vs Icebreaker 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

Track your brand against a rival →

Top sock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Darn Tough was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Icebreaker was listed before Darn Tough in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Norsewear1st
  2. Icebreaker2nd
  3. NZ Sock Company3rd
  4. The Wool Company4th
  5. Darn Tough5th
  6. Norsewood6th
  7. Smartwool7th
  8. Stance–
  9. Happy Socks–
  10. Thorlo–
  11. +1 more

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

+1 more

See every answer about sock brands

5 answers

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 Icebreaker more popular in search?

This chart shows how often people search Google for Darn Tough and Icebreaker 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.

Darn Tough and Icebreaker among sock brands in New Zealand, by month

Share of searches by month for Darn Tough, Icebreaker. The figures are in the table below the chart.

View monthly share of searches table
MonthNorsewearNorsewoodNZ Sock CompanyThe Wool CompanySmartwoolDarn ToughStanceIcebreakerHappy SocksThorloLorpen
Oct 202513.6%27.8%13%13.6%8.5%5.9%6.5%3.5%4.5%2.9%0.14%
Nov 202542.9%20.9%9%6.5%5.3%3.4%4.7%1.7%3.2%2.1%0.2%
Dec 202515.3%23.6%13.1%11.7%9.5%6.2%8.5%3.1%5.8%3.1%0.23%
Jan 202615.3%29.6%11.7%15.3%9.1%6.3%3.8%3.8%2.1%2.5%0.47%
Feb 202612.5%37.3%11.7%12.5%8.2%6.2%4%3.2%2.2%1.7%0.37%
Mar 202614%27.4%12.8%17.2%8%7.3%4.2%4.2%2.4%2.3%0.22%
Apr 202621.2%22.7%10.5%21.2%6.9%6.2%3.4%4.2%1.6%1.9%0.18%
May 202619.8%18.1%11.7%30%7.1%4.2%2.7%3.3%1.5%1.4%0.2%
Jun 202621.6%15.7%10.1%26.8%8%6.4%4.4%3.6%1.6%1.6%0.22%
Jul 202622%16%10.5%27.3%8.3%5.5%3.6%3.6%1.6%1.3%0.3%
Aug 202621.2%18.3%12%21.2%10.2%5.2%3.4%4.2%2.3%1.9%0.18%
Sep 202621.9%19.7%16.4%15%8.4%5.8%4.5%3%2.5%2.4%0.23%

How has the Darn Tough and Icebreaker comparison changed over the last 12 months?

3 findings
  • Darn Tough was ahead of Icebreaker 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 sock brands in New Zealand moved from 5.9% to 5.8%, and its estimated monthly branded searches moved from 430 to 500.
  • Across the 12 months ending September 2026, Icebreaker’s share of searches among sock brands in New Zealand moved from 3.5% to 3%, and its estimated monthly branded searches held steady at 260.

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

3 changes

  1. In September 2026, Stance overtook Icebreaker to rank 7th among sock brands in New Zealand, with 4.5% of the searches.

  2. In September 2026, Darn Tough gained share of searches among sock brands in New Zealand, from 5.2% to 5.8%.

  3. In September 2026, Icebreaker lost share of searches among sock brands in New Zealand, from 4.2% to 3%.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Darn Tough’s and Icebreaker’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

4 branded search terms

  • darn tough
  • darn tough socks
  • darntough
  • darntough socks

Icebreaker

1 branded search term

  • icebreaker merino

How the Brand Demand Index is measured

Other head-to-heads among sock brands

Creator with pink hair and a pink jacket

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.

Start free