It's called Fame Trend, by Marks and Katten. It's 75% superwash wool, 25% nylon, so it should hold up well. It's like Noro in that it seems to be a single, rather than a plied yarn, so that may negate the nylon content in regards to how well it holds up, but I will try it out to see. The top one is a black, cream and grey mix, and like Noro, it has long colour shifts. The bottom left if actually a green/grey/brown mix, although the green is not showing well here - in reality it's a lovely mossy shade of green. Then there's a rainbow colourway, bought because it looks like fun. The grey and black will probably be for my FIL, the green is for me or possibly the husband, and the rainbow hasn't been decided yet (probably me - I know it will be appreciated that way...) I'll use the extras for my son - he rocks the handknit socks, but he keeps growing out of them.
This yarn would be great for knee socks, as well. (I'm not a fan of knee socks myself, but that has me thinking about my nieces, and the rainbow colourway...)
And yes, I have already started the black grey and cream. Yes, I have multitudes of other projects I could and should be working on. But this is research! Right?