Brandwave

Happy Socks vs Smartwool:Which is more popular?

In September 2026, Smartwool had more branded searches than Happy Socks among sock brands in New Zealand. Smartwool had about 730 branded searches, while Happy Socks had 220. Smartwool made up 8.4% of all sock brand searches we track, and Happy Socks accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about sock brands, Smartwool appeared in one of the five answers and Happy Socks in none.

Among sock brands in New Zealand in September 2026

Who do people search for more?

Smartwool, about 3 searches for every 1 for Happy Socks

Smartwool 730 searchesHappy Socks 220 searches

Who does AI mention more?

Smartwool, mentioned in 1 of 5 answers, Happy Socks in 0

Smartwool in 1 of 5Happy Socks in 0 of 5

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Top sock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, 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. Happy Socks did not appear in any of the five answers.

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 Happy Socks or Smartwool more popular in search?

This chart shows how often people search Google for Happy Socks 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.

Happy Socks and Smartwool among sock brands in New Zealand, by month

Share of searches by month for Smartwool, Happy Socks. 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 Happy Socks and Smartwool comparison changed over the last 12 months?

3 findings
  • Smartwool was ahead of Happy Socks in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Happy Socks’ share of searches among sock brands in New Zealand moved from 4.5% to 2.5%, and its estimated monthly branded searches moved from 330 to 220.
  • 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

  1. In September 2026, Smartwool lost share of searches among sock brands in New Zealand, from 10.2% to 8.4%.

  2. Estimated monthly branded searches for Happy Socks in New Zealand fell 33.3% over 12 measured months, from 330 to 220 in September 2026.

How are branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Happy Socks’ 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.

Happy Socks

4 branded search terms

  • happy socks
  • happy socks socks
  • happysocks
  • happysocks socks

Smartwool

4 branded search terms

  • smartwool
  • smartwool hiking socks
  • smartwool running socks
  • smartwool socks

How the Brand Demand Index is measured

Other head-to-heads among sock brands

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