I've used Darn Tough and REI brand thin wool socks. The real game changer though has been Injiji synthetic toe socks underneath. Those with a thin wool over-sock and I've had the most comfortable feet I've ever had hiking.
Darn Tough! The factory is about 10 miles from my house and once a year (opening weekend of rifle deer season) they do a HUGE factory seconds sale and for under a hundred bucks my wife comes home with 10-12 pairs of socks for me for Xmas. Best gift and socks ever.