The best replacement for smartwool is icebreaker.

The best alternatives to smartwool are rated as following:
★★★★★  icebreaker
★★★  darn tough
★★  wigwam
★★  capilene
★★  minus 33
★★  ibex
★★  coolmax
★  patagonia merino
★  fox river
★  merino
★  icebreaker socks
★  merino wool
★  wigwam socks
  thorlo
  bridgedale
  thorlos
  minus33
  terramar
  drymax
  injinji

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Google Trends

Scale is based on the average worldwide traffic of smartwool in all years. Click on graph for more.
smartwool
icebreaker
darn tough