The Cotton Question: Why You Like It & Where Merino Wool Stands Up

Let’s talk about cotton. Here at Darn Tough, we’re obsessed with wool, so we’re watching what other brands use in their socks, and what sock wearers are into. No surprise, cotton socks are really popular, and lots of people prefer them, even for performance activities.

As you can imagine, cotton’s reputation is a regular conversation around here. We wanted to know more about why people love cotton, so we sent out a survey to about 6,000 people. We asked cotton sock fans what they love about this fabric, then we asked Merino sock lovers what they’d say to a cotton sock wearer.

The answers from the cotton sock fans illustrate the reputation it has — familiar, breathable, soft. Is that all true though?

If you’ve been committed to cotton socks and are on the fence about trying something else, the truth about Merino Wool might just change your mind. Think of Merino Wool as natural fiber with everything you’d expect from a technical fabrication: super-supple on the skin, lightweight, and high-performance.

But don’t take our word for it. We’ll hear from folks who love cotton socks, and then dig into why Merino Wool socks could be your new go-to.

Pop Quiz: Is Cotton or Merino Cooler in Hot Weather?

You like cotton because: 60% of survey respondents believe cotton socks are the best at keeping feet cool in the heat.

Some said they do wear wool socks but only in the winter, others live in hot climates and assume wool won’t work, and still others think cotton is the best fiber to manage sweaty feet. Whatever the reason, many people believe that cotton socks are cooler when the going gets hot.

“I use cotton socks in the summer time working as a firefighter because they are cheap, cool, and I burn through several pairs in a 24 hour shift,” says one survey respondent. Or more to the point, according to another, “In the warm months, cotton is king.”

Why do so many people see cotton as the perfect hot weather fabric? Breathability is one factor, the ability to absorb moisture is another, but likely the biggest is simply not knowing more about Merino’s ability to work not just when it’s cold, but also when it’s hot out.

But the Merino reality is: Merino is versatile whatever the season. Merino Wool comes from Merino sheep, which live and thrive in a wide range of temperatures and environments.

The result? Merino Wool has a naturally adapted structure that regulates temperature year-round. In hot weather, the wool fibers keep feet cool and dry via evaporative cooling. Essentially, the fibers pull moisture (i.e. sweat) away from your skin and allow it to evaporate, which causes a drop in temperature, keeping things cool for your feet. Wool can wick moisture for this process at up to twice the rate as cotton.

A real Merino Wool sock user sums it up like this: “Once I tried Merino in summer, I never went back.” Another goes into further detail: “I wear Merino Wool socks all year round. It sounds like wool socks will make your feet too hot in the summer but it's actually the opposite — my feet have less smell, the socks last longer, and I stopped getting blisters.”

The survey numbers don’t lie: A lot of folks lean on cotton thinking it’s the best choice to keep them cool. But it turns out that Merino is just as good at turning down the heat. And thanks to Merino’s unique structure, it does a better job at managing sweat and moisture, too.

Just Hot Air? Cotton Is Breathable. So Is Merino & It Regulates Temperature, Too. 

You like cotton because: Another draw to cotton socks is the perception that cotton is the best at being lightweight and breathable, qualities that cotton fans say keep their feet from feeling suffocated. 

Surveyors answered in a range from “My feet can breathe in cotton, and I don't like to have sweaty, damp feet,” to “Cotton just feels very breathable and comfortable.” 

Let’s be real: Cotton is lightweight, and (when it’s dry) lets air circulate freely, which is why this fabric has a good reputation here. 

But the Merino reality is: Merino is incredibly breathable, too. Beyond passively allowing air to flow, the fiber’s structure actively pulls moisture away from your skin, increasing air circulation. Part of this natural ability is storing and releasing moisture and water vapor, meaning Merino insulates even when wet, and releases that moisture as your skin warms up.

This relates to a fantastic Merino feature with a long name: Thermoregulation. Merino Wool is incredibly good at regulating your temperature, keeping feet cool in the heat and warm in the cool, and part of the reason for that is because of how highly breathable it is. 

Another contributing factor is how incredibly lightweight Merino can be, making our ultralight socks on par with if not lighter than comparable cotton socks. As one Merino Wool fan puts it: “I live in Louisiana where it’s hot 11-12 months of the year with 90% humidity. Merino breathes better than cotton, dries faster, and can last longer if built well.”

Hard facts: cotton absorbs sweat. When it does that, its breathability is compromised, as the fibers stay damp, trapping heat instead of cooling you down when it’s hot out (and creating a chill when it’s cool out).

Merino naturally wicks away moisture, pulling it away from your feet and releasing it out the other side to prevent overheating, meaning it keeps breathing even when damp. It’s like having air-conditioning for your feet, set to just the right temperature.

As one Merino Wool user says, “Merino socks handle moisture and temperature better – they're warm in the winter, and in the summer, they're breathable and absorb sweat without feeling wet.”

Cotton may feel airy at first, but Merino Wool comes in for the win. With breathability combined with thermoregulation, you get a sock that actively works to keep your feet dry and at the perfect temperature — whether it’s hot or cold out.

Do Sweat the Details: Cotton May Absorb Moisture, But Merino Wicks It Away

You like cotton because: A common point of view is that cotton is the best at absorbing sweat and moisture, keeping feet dry. As some cotton sock fans answered: “They keep my feet from sweating as much,” and “I enjoy them for sweating.”

As to breathability and the ability of your socks to prevent sweating, check the previous point. Yes, cotton absorbs sweat. The problem is that it also holds onto it, to a wild degree: cotton retains up to 2700% of its weight in moisture. That’s a heavy burden, and Merino can lighten it up.

But the Merino reality is: Cotton doesn’t release sweat easily — meaning your feet stay damp longer and your socks get sloppier, a situation that can go from uncomfortable, to creating blisters, to fostering the bacteria that leads to foot odor. Merino on the other hand, pulls moisture away from your skin and evaporates it faster.

“Cotton is an amazing fiber, but not for socks,” says one Merino Wool user. “Switching to wool socks stopped me from getting blisters and swamp foot after a day hiking in the woods.” And as another notes, “Merino wool has the ability to naturally wick moisture from the skin. Cotton socks, once damp, dry slowly and chafe.”

When the result speaks for themselves, why not go with drier feet, less blisters, and less odor? If you want socks that actively manage sweat and other moisture, and prevent the problems that come with it, Merino Wool wins.

Skin Deep: The Comfort of Cotton & Unsung Smoothness of Merino Wool

You like cotton because: Around 40% of survey respondents said they preferred cotton socks because they are softer, while around 33% tout it as itch-free and gentle on skin.

This is one of the classic characteristics that we all expect from cotton, or as one respondent says, “I prefer it to wool because the wool can be itchy depending on type and process used.” 

But the Merino reality is: When it comes to Merino Wool though, the comparison is simple: it’s just as comfy. Merino Wool is not your grandmother’s wool. It’s incredibly soft, naturally elastic, and itch-free for most people.

Merino surpasses other wools in how fine, supple, and soft it is. And it’s not just the fiber itself: every step of our knitting process builds on the naturally supple qualities of Merino, creating a sock that contours to your skin. So ditch the cringe of a “pokey,” chunky wool sweater prickle and give your feet the silky, smooth comfort of Merino Wool socks.

Merino Wool is not an allergen and is so soft it’s used in baby clothes, underwear, and luxury wear. In fact, the very same performance qualities that keep your feet dry make ultrafine Merino Wool garments therapeutic for eczema sufferers and those with sensitive skin.

As one Merino user says, “Some people have a stigmatization about wool, but Merino Wool socks are comfortable and smooth.”

We get it that experiencing is believing, which is why our 90-day return policy and lifetime guarantee cover everything, including you putting on a pair and simply not liking the way they feel. With an offer like this, why not try them and experience wool’s softness for yourself?

Your Sock Drawer Superhero: Cotton Is Clark Kent — Merino Is Clark Kent AND Superman

You like cotton because: A solid 40% of survey respondents chimed in with a preference for cotton socks as their comfortable, simple, reliable go-to for every day. Merino Wool might be on their radar, but only as socks for performance activities, with many considering them over the top for everyday wear.

“I like wearing knee-high wool socks for my cowboy boots at work,” says one respondent, “and after coming home after a hard day at work it's put on a nice pair of comfortable cotton socks.”

Another points out that, “Wool socks are for special occasions and activities so I typically would not waste a wool sock on a normal day.” 

But the Merino reality is: Merino Wool is just as good, if not better, at being a go-to in your everyday rotation. Hopefully we’ve hit on how Merino Wool is comfy. But it’s also got superpowers like staying dry and being odor resistant. Now we’ll add a new one — Merino resists wear and tear.

Cotton comes with plenty of wear and tear issues, from holes to stretched out elastic to a stretched and baggy fit. Cotton is comfortable, in certain conditions. But reliable? As long as you don’t use them too much.

Merino isn’t just great for performance; it’s practical. As one Merino user says, “Merino socks don't lose that ‘fresh sock’ feeling of staying close to your skin. Cotton gets looser and less fitting over the course of a day, but even if you wear them repeatedly, wool doesn't.”

And with a Lifetime Guarantee, you don’t have to save your Merino Wool socks for a special occasion or activity; you could be wearing them all the time. As a Merino user says, “I wear Merino Wool socks for work, in a suit and tie, and for all kinds of outdoor activities in all four seasons.” 

We’ve noted where cotton stands on moisture management. When it comes to foot odor, Merino is basically Clark Kent’s alter-ego, fighting the funk every day so you don’t have to. Merino’s natural performance prevents your feet from overheating (and sweating) in the first place, combats stink with its anti-microbial properties, and traps and neutralizes smells until it’s wash time.

Most of us wear socks, a lot, so if your overall foot health is better off in Merino Wool, you also won’t have your loved ones smelling stinky feet day in and day out. Far from a limited use case, Merino Wool clocks in as the prime way to keep your feet comfy, odor-free, and in regular sock drawer duty, all day every day.

Or as another Merino user says, “Treat your feet with the best!”

Disposable Cotton Socks or Your Feet’s New Merino BFF? We Stress-Tested That Choice Already.

You like cotton because: 32.9% of survey respondents said they go with cotton socks for their good quality. The general point of view is that cotton socks are reliable, easy to replace, and last long enough for everyday wear.

“Cotton blends wear longer,” says one cotton fan, while another says “They are more durable and longer lasting.” If you look closer, you’ll see that these assessments don’t quite line up with real world use. 

But the Merino reality is: In a short amount of time, cotton socks can wear thin, stretch out, or develop holes. Data from stress testing reveals that Merino can bend upwards of 20,000 times before breaking. Cotton is more like 3,000 times.

The secret behind this statistic is that Merino fibers have a spring and crimp shape, making the fiber naturally elastic and more resistant to wear and tear. High-quality Merino socks hold their shape longer and resist thinning, even after repeated wear and washes.

“Merino socks are much less likely to get holes, smell better after exercise, dry water, feet less likely to blister, and just feel better on my foot.” In the case of Merino, you really do get what you pay for.

“When I was wearing cotton socks, I would wear through them every six months,” says another Merino user. “When I bought Merino Wool Darn Tough socks, I went 10 years before wearing through my first pair.”

With a natural resilience this good, Darn Tough takes it a step further with our lifetime guarantee; we stand behind our sock’s durability. Take a count: You might replace cotton socks more often than you think. A single pair of well-made Merino socks can outlast multiple pairs of cotton socks, making them a better investment. 

Playing the Short Game or in It for the Distance: Merino Beats the Long Odds 

You like cotton because: 27.6% of our survey respondents reported they choose cotton because it’s cheaper. It’s easy to grab a multi-pack of cotton socks and think that because you’re buying more in one go, it’s more affordable to throw out a worn pair and simply put on a new one pair.

One survey respondent says, “Affordability can be a factor— cotton socks are easy grab and go socks.” Another says, “I prefer wool, but cotton is cheap and easy to replace.” But the math shows that Merino might just be a better option in the long run. 

But the Merino reality is: We get it, the price tag can seem like a lot coming from the disposable sock point of view. Remember that comparison between cotton and Merino’s durability? It turns out that with such a high level of resilience, you can actually score a lower cost-per-wear — for every pair of Merino socks, you’d wear out multiple pairs of cotton socks. And cotton doesn’t come with a Lifetime Guarantee.

One Merino user says, “A lot of people have sticker shock because they think of socks as an expendable item that you use up, so they shouldn't cost much.” Another Merino user adds, “Although wool socks are an initial investment they will far exceed the longevity of a cotton sock— they're expensive up front but with Darn Tough socks you only have to buy them once.”

That’s right. With our Lifetime Guarantee, once you’re in, you’re in. We’ll replace them for pretty much any reason on good faith. Turns out that thanks to the resilience of this natural fiber and high quality standards here at Darn Tough, the truth is that when you get into Merino, it’s a buy less, wear longer situation. Merino Wool is an investment that pays off over time.

Is Cotton the Only Responsible Choice? Merino Is Ethical & Sustainable, Too

You like cotton because: Cotton is a well-known, plant-based, natural fiber. The preference for cotton socks can come down to environmental or ethical reasons like a vegan lifestyle, and thinking that organic cotton is the best choice for a sustainable fiber.

As one survey respondent says, “I'm focusing more on taking synthetics out of my life, so organic cotton is a staple of my wardrobe.” Another respondent says, “I try to purchase organic cotton when I can since it is a little more sustainable.” 

But the Merino reality is: Cotton is familiar, but Merino can be used longer — combined with ethical farming practices, and there’s a case to be made for wool being on the same footing, or better, here.

We understand that sustainability and animal welfare are major concerns for many consumers. The upshot is that Merino Wool is also a natural fiber that offers additional benefits like durability and odor resistance (less washing required), which hopefully lead to less overall waste and resources consumption.

Remember how much longer Merino can last vs cotton? Put to practice, Merino can create less consumer waste, and the socks we do take back through our Lifetime Warranty are recycled. This isn’t fast-fashion, and with your help we’re saving energy, water, and resources from going to the landfill.

Darn Tough uses Responsible Wool Standard (RWS) sourced wool, supporting ethical farming practices. While not plant-based, this ethical wool production standard focuses on reducing impact across the land, farmer workers, and animals. RWS certified wool means animals are treated humanely. Merino might not work for everyone’s lifestyle, but for those open to looking into the RWS, it’s worth a try.

This point is another switch from short-term to long-term thinking. If your priority is sustainability, in the big picture Merino might actually be the smarter choice. And if veganism is the concern, there are eco-friendly, non-wool alternatives worth exploring that imitate the fiber’s natural abilities, and won’t leave you with wet feet like cotton.

Not Convinced? The Guarantee That Makes It Stress-Free to Try a Pair for Yourself

One survey respondent had this to say: “I think cotton is good, but I'm not sure I'm right about that!”

While we’d argue there is no “right,” we hope that after giving this list a read, you might see beyond conventional cotton preferences and become a wool sock convert. Here’s what a few cotton fans that tried Merino Wool and never looked back had to say:

“I used to only wear cotton socks too, then I switched to wool— my feet blistered less, stayed more comfortable, are warmer in winter and cooler in summer, and both shoes and socks never had bad odors again.”

“Haven't looked at cotton socks since I started buying from Darn Tough.”

What else can we say? It’s time to give Merino Wool a try and feel the difference for yourself, and our Lifetime Guarantee couldn’t make it any easier. Start with one pair. If it’s not the most comfortable pair of socks you’ve ever worn — we’ll take it back.