Brandwave

NZ Sock Company vs Smartwool:Which is more popular?

In September 2026, NZ Sock Company had more branded searches than Smartwool among sock brands in New Zealand. NZ Sock Company had about 1,420 branded searches, while Smartwool had 730. NZ Sock Company made up 16.4% of all sock brand searches we track, and Smartwool accounted for 8.4%. When we asked ChatGPT and Google AI Overviews about sock brands, NZ Sock Company appeared in two of the five answers and Smartwool in one. NZ Sock Company was mentioned before Smartwool in every answer that named either.

Among sock brands in New Zealand in September 2026

Who do people search for more?

NZ Sock Company, about 95% more searches than Smartwool

NZ Sock Company 1.4K searchesSmartwool 730 searches

Who does AI mention more?

NZ Sock Company, mentioned in 2 of 5 answers, Smartwool in 1

NZ Sock Company in 2 of 5Smartwool in 1 of 5

Who does AI recommend more?

NZ Sock Company, named ahead of Smartwool in 2 of 2 answers

NZ Sock Company first in 2Smartwool never first

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Top sock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, NZ Sock Company was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the 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. NZ Sock Company was listed before Smartwool 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 NZ Sock Company or Smartwool more popular in search?

This chart shows how often people search Google for NZ Sock Company 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.

NZ Sock Company and Smartwool among sock brands in New Zealand, by month

Share of searches by month for NZ Sock Company, Smartwool. 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 NZ Sock Company and Smartwool comparison changed over the last 12 months?

3 findings
  • NZ Sock Company was ahead of Smartwool in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, NZ Sock Company’s share of searches among sock brands in New Zealand moved from 13% to 16.4%, and its estimated monthly branded searches moved from 950 to 1.4K.
  • 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, NZ Sock Company overtook The Wool Company to rank 3rd among sock brands in New Zealand, with 16.4% of the searches.

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

How are branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using NZ Sock Company’s 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.

NZ Sock Company

3 branded search terms

  • nz sock company
  • nz sock company ashburton
  • the nz sock company

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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