Darn, not so tough

See this picture? What you are looking at is something that, in theory, you should never see: a darned Darn Tough sock. To understand how this came about, I'll have to start at the beginning and explain how Brian and I became aficionados of Darn Tough in the first place, and why we aren't any longer. 

For several years, Brian and I were big fans of Smartwool socks. We both relied on them throughout the winter because they were warm, non-itchy, and machine washable. True, after a couple of winters they would start to grow threadbare and eventually develop holes that required darning, but we assumed the same would be true of any brand.

Then, a few years ago, we learned about Darn Tough. This brand also offers washable, itch-free wool socks, and folks in the Reddit Buy It for Life forum consistently claimed theirs were far superior. Some Redditors said they'd been wearing the same pair of Darn Tough socks for five, six, even ten years with no sign of the thinning and holes that had plagued our Smartwool ones. The company even backs up all its socks with a lifetime guarantee: if they don't live up to your expectations, it will replace them, no questions asked.

So, rather than buying Brian more Smartwool socks for Christmas in 2022, I decided to spend a few extra dollars per pair on Darn Tough socks. And for the first couple of years, they seemed to live up entirely to the hype. They were warm, comfortable, and as far as we could tell, super sturdy. We were both so impressed with them that I invested another $30 in a third pair for him last year and was planning to spring for a couple of pairs for myself as soon as my old socks wore out.

And then, last week, while hanging up a load of laundry, I discovered a tiny hole in the foot of one of Brian's two-and-a-half-year-old Darn Tough socks. If it had been any other sock, I'd just have whipped out the old sewing kit and darned it in a minute or two. But in a sock that I'd paid $13.50 for (half of a $27 pair) less than three years ago, and that I'd been assured would last at least five, it seemed like an insult.

Small as the hole was, it shook my confidence in the brand. I began to wonder if it was worth buying any more of them in future, or even keeping them on my list of holiday gift ideas for Brian. Going back to Reddit to look into the matter, I discovered numerous posts suggesting that Darn Tough's quality had been slipping in recent years. One thread from six months ago argued that, while they're good socks, they're not really $30 socks, and the lifetime warranty is simply a "marketing strategy" to get away with selling them at that price. The author linked to a YouTube video testing Darn Tough's wool hiking socks against several less expensive brands, and the reviewer found that their overall performance was "pretty average." Darn Tough was in the top half of the pack, but four less expensive brands did better—and one of the absolute top performers was Costco's Kirkland Signature, which costs only one-eighth as much. Many Redditors responded by defending the brand, but others agreed that it's overrated, and a few piped up to say they prefer the Costco socks.

This answered one question. If we could get socks of equal or better quality for $3.75 a pair, clearly there was no point in spending $30 on Darn Tough anymore. But it left the question of what to do with the old pair. Should we attempt to take advantage of the unconditional warranty and see how good the brand really was about honoring it? Or should we just darn them and be done with it?

After some consideration, Brian suggested we should give the warranty a go. It would be more work and it would mean being without the socks for a few weeks, but he felt like the company ought to be held to account for its lapse in quality. So I went online and filled out the paperwork to do an exchange. The process was quite easy, but the last step pulled me up short: The site informed me that to get a new pair, we'd have to return the old ones at our own expense. So the "free" replacement wouldn't truly be free; it would cost at least $3 for shipping, almost as much as a whole new pair from Costco. Given that we could simply darn them and carry on using them for the cost of only a few cents' worth of thread, it didn't seem worth it.

So our plan now is to treat these Darn Tough socks the same way as all our other socks. We'll keep them in service until they wear out, darning up the holes as long as it's reasonably possible to do so, and when that stops working, send them off to textile recycling. But we see no reason ever to invest $30 in another pair. Instead, we've shelled out $15 for four pairs of the Kirkland socks. We hope they'll prove at least as durable as their predecessors, but even if they start to develop holes after just one year instead of two and a half, they'll still be a better value.