Darn Tough – D2C Ranking & Growth Metrics
Merino wool socks made in Vermont, guaranteed for life.
Last updated · August 2026 edition · method v1.2
Darn Tough ranks #57 of 312 D2C brands in the August 2026 edition and #13 of 63 in Apparel, up 3 places on last month. We estimate Darn Tough's revenue is flat year on year (low confidence). Branded search is growing over the past year, with a seasonal peak in November and December. Among apparel brands selling merino socks, its closest competitor is Farm to Feet (#301).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, low confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Darn Tough is today: #57 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is Darn Tough's revenue growing?
We estimate Darn Tough's revenue is flat year on year (low confidence). Branded search is growing but site traffic is declining, so the two signals don't back each other up and confidence is low.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Darn Tough growing?
Darn Tough's Momentum score is 50.5, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months. Site traffic is declining over the same 12 months. Since September 2025 it has moved from #59 to #57 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Darn Tough
Darn Tough Vermont makes merino wool socks for men, women and children, manufactured at its own mills in Vermont, USA. The range covers hiking, running, skiing, hunting, work, tactical and everyday lifestyle use, organised by height, weight and pattern, from no-show to over-the-calf styles. Products are sold direct through the brand's own online store, organised by activity, gender and sock weight.
The brand positions itself around durability and comfort, offering an unconditional lifetime guarantee on its socks. Darn Tough Vermont sells primarily as a direct-to-consumer apparel brand, with additional messaging around sustainability and domestic manufacturing in Vermont. Its catalogue spans specialised performance socks for outdoor and work activities as well as more casual, everyday styles, aimed at customers seeking long-lasting, purpose-built socks rather than fashion-led hosiery.
Darn Tough branded search volume
How often people search for Darn Tough by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is growing. Demand is seasonal, peaking in November and December and lowest in September.
Darn Tough's audience, products and channels
Social audience
- Instagram darntoughvermont 236,863
Also on YouTube, X and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store388
- New in the last 90 days12
- Typical priceUS$26
- Price rangeUS$10 – US$1,000
From Darn Tough's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US, Australia, Canada and Spain.
Ecommerce stack
- Email & SMSKlaviyo
- ReviewsYotpo, Judge.me
- Customer serviceZendesk
- SearchAlgolia, Searchspring
- LoyaltyLoyaltyLion
- TrackingGoogle Tag Manager
Tools detected on darntough.com; detection covers common apps and may miss some.
Darn Tough competitors
The apparel brands closest to Darn Tough: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
American-made merino wool socks for outdoor and everyday use
Merino wool apparel for skiing, biking and the outdoors
Women's wool base layers, ski wear and outdoor apparel from Norway
Norwegian merino wool clothing for outdoor and everyday activities.
Merino wool clothing and layers for outdoor activities
Darn Tough: common questions
What does Darn Tough sell?
Merino wool socks made in Vermont, guaranteed for life. Known for: Hiking socks, Running socks, Ski and snowboard socks, Work and tactical socks and Lifestyle crew socks.
Where is Darn Tough from?
Darn Tough is based in United States.
Where can you buy Darn Tough?
Darn Tough sells through its own online store and a network of retailers and stockists. Its online store is at darntough.com.
Is Darn Tough's revenue growing?
We estimate Darn Tough's revenue is flat year on year (low confidence). Branded search is growing but site traffic is declining, so the two signals don't back each other up and confidence is low. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Darn Tough's competitors?
Darn Tough's closest competitors in the Apparel category are Farm to Feet, Mons Royale, Kari Traa and Devold.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.