Smartwool – D2C Ranking & Growth Metrics
Merino wool socks, base layers and outdoor apparel
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Smartwool ranks #79 of 444 D2C brands in the October 2026 edition and #27 of 101 in Apparel, up 4 places on last month. We estimate Smartwool's revenue is growing year on year (high confidence). Branded search is growing over the past year, with a seasonal peak in December and November. In Apparel, its closest competitor is Darn Tough (#103).
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; with low confidence we only call growth or decline on a big move.
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, high confidence; close to flat. 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 Smartwool is today: #79 of 444 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: growing (50 = flat).
what drives the score Is Smartwool's revenue growing?
We estimate Smartwool's revenue is growing year on year (high confidence). Branded search is growing and site traffic is steady year on year, pointing the same way, so confidence is high.
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 Smartwool growing?
Smartwool's Momentum score is 57.1, which means it is growing (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months. Site traffic is steady over the same 12 months. Its size score is driven most by branded search demand, with social audience relatively weakest.
About Smartwool
Smartwool makes merino wool socks, base layers and apparel for men, women and children, sold for everyday wear and for activities such as hiking, running, biking, skiing and snowboarding. The range includes socks for different activities and cushioning levels, base layer tops and bottoms, sweaters, fleece, jackets, underwear and accessories such as hats, gloves and neck gaiters. Products are organised by activity and by collections, including recycled and seasonal lines.
The brand sells directly to consumers through its own website, organised by women's, men's and kids' categories, alongside a retail store locator. Smartwool also runs a Second Cut resale programme for recycled products and a sock recycling scheme, reflecting an emphasis on material reuse alongside its core merino wool product lines.
Smartwool competitors
The apparel brands closest to Smartwool: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Merino wool socks made in Vermont, guaranteed for life.
Norwegian merino wool clothing for outdoor and everyday activities.
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
Smartwool vs Darn Tough
Smartwool leads on both size and growth: Scale 60.2 against 56.6, and Momentum 57 against 55. See Darn Tough's page.
| October 2026 | Smartwool | Darn Tough |
|---|---|---|
| Overall rank | #79 | #103 |
| Apparel rank | #27 | #36 |
| Scale (size) | 60.2 | 56.6 |
| Momentum (growth) | 57.1 | 54.5 |
| Branded search | 64 | 56 |
| Site traffic | 58 | 54 |
| Social audience | 58 | 59 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Smartwool branded search volume
How often people search for Smartwool 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 December and November and lowest in June.
Smartwool's audience, products and channels
Social audience
- Instagram smartwool 202,016
- TikTok smartwoolofficial 43
- YouTube smartwool 5,340
Also on Facebook.
Followers as shown on each platform, collected for the October 2026 edition.
Products
- Products in store234
- New in the last 90 days120
- Typical price69
- Price range10 – 425
From Smartwool's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada, the US, Australia and the UK.
Smartwool: common questions
What does Smartwool sell?
Merino wool socks, base layers and outdoor apparel. Known for: Merino wool socks, Base layers, Hiking and running socks, Fleece and jackets and Second Cut recycled collection.
Where is Smartwool from?
Smartwool is based in United States.
Where can you buy Smartwool?
Smartwool sells through its own online store and selected retailers. Its online store is at smartwool.com.
Is Smartwool's revenue growing?
We estimate Smartwool's revenue is growing year on year (high confidence). Branded search is growing and site traffic is steady year on year, pointing the same way, so confidence is high. 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 Smartwool's competitors?
Smartwool's closest competitors in the Apparel category are Darn Tough, Devold, Farm to Feet and Mons Royale.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like Smartwool move, or the data as an export? See data & alerts.