Darn Tough vs NZ Sock Company:Which is more popular by branded search in New Zealand?
In August 2026, Darn Tough had more branded searches than NZ Sock Company among sock brands in New Zealand. Darn Tough was estimated to have 1.5K branded searches compared to NZ Sock Company’s 1.4K, and held a 44.6% Share of Search versus NZ Sock Company’s 41.6%.
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Which is more popular in search, Darn Tough or NZ Sock Company?
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 by month for Darn Tough, NZ Sock Company. The figures are in the table below the chart.
View monthly share of search table
| Month | Darn Tough | NZ Sock Company | Happy Socks | Lorpen |
|---|---|---|---|---|
| Oct 2025 | 28.3% | 44.8% | 26.4% | 0.47% |
| Nov 2025 | 25.4% | 46.2% | 27.4% | 1% |
| Dec 2025 | 26.9% | 43.1% | 29.2% | 0.77% |
| Jan 2026 | 36.1% | 47.6% | 14.4% | 1.9% |
| Feb 2026 | 47.3% | 39.7% | 11.8% | 1.3% |
| Mar 2026 | 52.9% | 36.6% | 9.8% | 0.62% |
| Apr 2026 | 58% | 33.3% | 8.1% | 0.56% |
| May 2026 | 59.9% | 32.7% | 6.8% | 0.57% |
| Jun 2026 | 68.9% | 24.3% | 6.3% | 0.54% |
| Jul 2026 | 65.5% | 27.4% | 6.3% | 0.79% |
| Aug 2026 | 44.6% | 41.6% | 13.1% | 0.61% |
| Sep 2026 | — | — | — | — |
How has the Darn Tough and NZ Sock Company comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 11 months ending August 2026: Darn Tough took it in February 2026.
- Across the 11 months ending August 2026, Darn Tough’s estimated Share of Search among sock brands in New Zealand moved from 28.3% to 44.6%, and its estimated monthly branded searches moved from 600 to 1.5K.
- Across the 11 months ending August 2026, NZ Sock Company’s estimated Share of Search among sock brands in New Zealand moved from 44.8% to 41.6%, and its estimated monthly branded searches moved from 950 to 1.4K.
How did search popularity change for New Zealand sock brands in August 2026?
2 changes
In August 2026, NZ Sock Company gained estimated Share of Search among sock brands in New Zealand, from 27.4% to 41.6%.
In August 2026, Darn Tough lost estimated Share of Search among sock brands in New Zealand, from 65.5% to 44.6%.
How each brand is measured
Brandwave collects information about searches that people make online using Darn Tough’s and NZ Sock 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
14 branded search terms
- darn tough
- darn tough hiking socks
- darn tough merino socks
- darn tough near me
- darn tough nz
- darn tough running socks
- darn tough socks
- darn tough wool socks
- darn tough work socks
- darntough
- darntough com
- darntough hiking socks
- darntough socks
- mens darn tough socks
NZ Sock Company
3 branded search terms
- nz sock co
- nz sock company ashburton
- the nz sock company
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