Brandwave

Smartwool vs The Wool Company:Which is more popular?

In September 2026, The Wool Company had more branded searches than Smartwool among sock brands in New Zealand. The Wool Company had about 1,300 branded searches, while Smartwool had 730. The Wool Company made up 15% of all sock brand searches we track, and Smartwool accounted for 8.4%. When we asked ChatGPT and Google AI Overviews about sock brands, The Wool Company appeared in two of the five answers and Smartwool in one. The Wool 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?

The Wool Company, about 78% more searches than Smartwool

The Wool Company 1.3K searchesSmartwool 730 searches

Who does AI mention more?

The Wool Company, mentioned in 2 of 5 answers, Smartwool in 1

The Wool Company in 2 of 5Smartwool in 1 of 5

Who does AI recommend more?

The Wool Company, named ahead of Smartwool in 2 of 2 answers

The Wool 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, The Wool Company was mentioned in two out of five: in one of the three ChatGPT answers and in one 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. The Wool 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 Smartwool or The Wool Company more popular in search?

This chart shows how often people search Google for Smartwool and The Wool Company 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.

Smartwool and The Wool Company among sock brands in New Zealand, by month

Share of searches by month for The Wool 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 Smartwool and The Wool Company comparison changed over the last 12 months?

3 findings

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

4 changes

  1. In September 2026, Norsewood overtook The Wool Company to rank 2nd among sock brands in New Zealand, with 19.7% of the searches.

  2. 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.

  3. In September 2026, The Wool Company lost share of searches among sock brands in New Zealand, from 21.2% to 15%.

  4. 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?

5 search terms

Brandwave collects information about searches that people make online using Smartwool’s and The Wool 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.

Smartwool

4 branded search terms

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

The Wool Company

1 branded search term

  • the wool company

How the Brand Demand Index is measured

Other head-to-heads among sock brands

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