Smartwool vs Thorlo:Which is more popular?
In September 2026, Smartwool had more branded searches than Thorlo among sock brands in New Zealand. Smartwool had about 730 branded searches, while Thorlo had 210. Smartwool made up 8.4% of all sock brand searches we track, and Thorlo accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about sock brands, Smartwool appeared in one of the five answers and Thorlo in none.
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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. Thorlo 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 Smartwool or Thorlo more popular in search?
This chart shows how often people search Google for Smartwool and Thorlo 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 Smartwool, Thorlo. 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 Smartwool and Thorlo comparison changed over the last 12 months?
3 findings
- Smartwool was ahead of Thorlo in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Thorlo’s share of searches among sock brands in New Zealand moved from 2.9% to 2.4%, and its estimated monthly branded searches held steady at 210.
How did search popularity change for New Zealand sock brands in September 2026?
2 changes
In September 2026, Thorlo gained share of searches among sock brands in New Zealand, from 1.9% to 2.4%.
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 Thorlo’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.
Other head-to-heads among sock brands
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