Icebreaker vs Stance:Which is more popular?
In September 2026, Stance had more branded searches than Icebreaker among sock brands in New Zealand. Stance had about 390 branded searches, while Icebreaker had 260. Stance made up 4.5% 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 Stance in none.
Who do people search for more?
Stance, about 50% more searches than Icebreaker
Who does AI mention more?
Icebreaker, mentioned in 3 of 5 answers, Stance in 0
Who does AI recommend more?
Icebreaker, the only one of the two named
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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. Stance 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.
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 Icebreaker or Stance more popular in search?
This chart shows how often people search Google for Icebreaker and Stance 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 Stance, Icebreaker. 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 Icebreaker and Stance comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: Icebreaker took it in April 2026, Stance took it in June 2026, Icebreaker took it in August 2026, Stance took it in September 2026.
- 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.
- Across the 12 months ending September 2026, Stance’s share of searches among sock brands in New Zealand moved from 6.5% to 4.5%, and its estimated monthly branded searches moved from 480 to 390.
How did search popularity change for New Zealand sock brands in September 2026?
2 changes
In September 2026, Stance overtook Icebreaker to rank 7th among sock brands in New Zealand, with 4.5% of the searches.
In September 2026, Icebreaker lost share of searches among sock brands in New Zealand, from 4.2% to 3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Icebreaker’s and Stance’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.
Icebreaker
1 branded search term
- icebreaker merino
Stance
1 branded search term
- stance socks
Other head-to-heads among sock brands
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