What is your region?
I like uniqlo.

I need to follow this discussion. I want the same. Need wool for very cold winters though

As I'm always traveling and I do it with a 28L backpack I try to optimize my clothings including socks and my best discover has been so far Merino Wool (both for summer/winter).

I reccommend you (and @uwe ) to try at least 3 or 4 different models by yourself and decide from that.
I use to buy them online in REI-Coop they have a very good and wide selection, my favorite brands:
- Smartwool
- Darn tough
- REI-Coop (they have their own socks and I love them)

My favorite models:
- (thick) www.rei.com/product/165399/re…
- (thin) www.rei.com/product/218415/sm…

Uniqlo or Gu is my goto for all more or less quality base clothes that have decent consistency throughout the year.
H&M is also consistent… In being one-use only.

@jamesbrooksco 🇬🇧 here - I was going for the Royal Marines. And so I checked for the best socks in the Royal Navy forums for gruelling exercises, marching, the 30-miler, etc. Since then, I used Danish Endurance socks (also tested in Mt Everest). They're super comfy, fitted, durable, affordable. I got "soft-top crew socks" all in black. 4 years so far and no signs of breaking! And after a wash, it's pretty much dry (I still bother to hang it up to dry lol)

No to Darn-Tough socks;
I previously had Darn-Tough socks but it lasted 5 years (3-years it started losing its material, but you need to ship it back to US which costs as much as the socks themselves! - not worth it).