Brandwave

How popular isSmartwool?

In September 2026, people searched for Smartwool by name about 880 times in Australia, a 12% decrease from the previous year. These searches made up 7.8% of all Australia merino clothing brand searches, placing Smartwool sixth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about merino clothing brands, Smartwool appeared in two of the five answers and was the third most recommended of the 12.

Search and AI answers in September 2026

Smartwool is the sixth most searched of 12 competitors and the third most recommended in AI answers.

  1. Mons RoyaleShare of searches 25.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  2. IcebreakerShare of searches 16.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Unbound MerinoShare of searches 11.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Le BentShare of searches 7.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. SmartwoolShare of searches 7.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

+7 more

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Top merino clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Smartwool was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Smartwool is the third most recommended of the 12.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Icebreaker1st
  2. Kathmandu2nd
  3. Smartwool3rd
  4. Merino Country4th
  5. Macpac5th
  6. Mons Royale6th
  7. Unbound Merino–
  8. Le Bent–
  9. Norsewear–
  10. Untouched World–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Icebreaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smartwool2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merino Country2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kathmandu2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mons Royale1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Unbound Merino0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Le Bent0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Norsewear0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Untouched World0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about merino clothing brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which merino clothing brands compete with Smartwool?

Smartwool against merino clothing brands in Australia, by month

Share of searches by month for Mons Royale, Icebreaker, Unbound Merino, Le Bent, Norsewear, Smartwool, Merino Country, Untouched World, Kathmandu, Macpac. The figures are in the table below the chart.

View monthly share of searches table
MonthMons RoyaleIcebreakerUnbound MerinoLe BentNorsewearSmartwoolMerino CountryUntouched WorldKathmanduMacpacNoble WildeWool&Prince
Oct 202521.8%17.7%12%6.5%1.2%13.6%9.8%5.3%4.4%4.4%1.9%1.5%
Nov 202524.4%16%13.5%10.9%0.93%13.5%6.1%4%4%4%1.2%1.4%
Dec 202524.6%16.4%13.3%10.3%0.92%13.3%7.4%4%3.3%4%1.4%0.92%
Jan 202620.3%17.1%17.1%7.7%0.75%13.9%7.7%5.1%4.2%3.4%1.8%1.2%
Feb 202624.7%16.9%13%7.7%0.91%11.4%7.7%6.2%4.2%4.2%1.8%1.4%
Mar 202630.6%16.9%10.6%4.1%0.95%10.6%7.6%6.2%4.1%4.1%2.7%1.5%
Apr 202629%19.3%8.1%3.9%1.4%10.5%8.1%5.8%4.8%4.8%3.1%1.4%
May 202625.3%20.4%9.1%5.1%1.5%9.1%9.1%6.2%5.1%5.1%3.4%0.77%
Jun 202625.9%21.2%9.4%5.2%1.2%9.4%7.6%5.2%5.9%5.2%2.8%1%
Jul 202623.2%23.2%10.3%5.7%1.4%10.3%6.5%5.7%5.7%4.6%2.5%0.9%
Aug 202625.3%20.4%11.2%7%1.2%9.1%7%6.2%5.1%4.1%2.2%1.2%
Sep 202625.8%16.9%11.6%7.8%7.8%7.8%6.4%6.4%3.5%3.5%1.5%0.98%

  1. 1.Mons Royale

    25.8%

    Held 1st. 2.9K estimated branded searches, -19.4% vs prior month. Share +0.5 points.

  2. 2.Icebreaker

    16.9%

    Held 2nd. 1.9K estimated branded searches, -34.5% vs prior month. Share -3.4 points.

  3. 3.Unbound Merino

    11.6%

    Held 3rd. 1.3K estimated branded searches, -18.8% vs prior month. Share +0.3 points.

  4. 4.Le Bent

    7.8%

    Moved from 5th to 4th. 880 estimated branded searches, -12% vs prior month. Share +0.8 points.

  5. 5.Norsewear

    7.8%

    Moved from 11th to 5th. 880 estimated branded searches, +417.6% vs prior month. Share +6.6 points.

  6. 6.Smartwool

    7.8%

    Moved from 4th to 6th. 880 estimated branded searches, -32.3% vs prior month. Share -1.3 points.

  7. 7.Merino Country

    6.4%

    Moved from 6th to 7th. 720 estimated branded searches, -28% vs prior month. Share -0.6 points.

  8. 8.Untouched World

    6.4%

    Moved from 7th to 8th. 720 estimated branded searches, -18.2% vs prior month. Share +0.2 points.

  9. 9.Kathmandu

    3.5%

    Moved from 8th to 9th. 390 estimated branded searches, -45.8% vs prior month. Share -1.6 points.

  10. 10.Macpac

    3.5%

    Moved from 9th to 10th. 390 estimated branded searches, -33.9% vs prior month. Share -0.7 points.

  11. 11.Noble Wilde

    1.5%

    Moved from 10th to 11th. 170 estimated branded searches, -46.9% vs prior month. Share -0.7 points.

  12. 12.Wool&Prince

    0.98%

    Held 12th. 110 estimated branded searches, -35.3% vs prior month. Share -0.2 points.

Kathmandu and Macpac sell other things too, so only their searches that name this product count here, like “kathmandu merino”.

Compare popularity between Smartwool and its closest rivals

Every comparison with Smartwool

11 comparisons

How has branded search demand for Smartwool changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Smartwool in Australia fell from 1K to 880.
  • Across the 12 months ending September 2026, Smartwool’s share of searches among merino clothing brands in Australia decreased from 13.6% to 7.8%.
  • Across the 12 months ending September 2026, Smartwool’s share of searches among merino clothing brands in Australia peaked at 13.9% in January 2026 and was lowest at 7.8% in September 2026.
  • Across the 12 months ending September 2026, Smartwool fell from 3rd to 6th among merino clothing brands in Australia.

How did search popularity change for Australia merino clothing brands in September 2026?

6 changes

  1. In September 2026, Le Bent overtook Smartwool to rank 4th among merino clothing brands in Australia, with 7.8% of the searches.

  2. In September 2026, Norsewear overtook Smartwool and 5 others to rank 5th among merino clothing brands in Australia, with 7.8% of the searches.

  3. In September 2026, Mons Royale gained share of searches among merino clothing brands in Australia, from 25.3% to 25.8%.

  4. In September 2026, Icebreaker lost share of searches among merino clothing brands in Australia, from 20.4% to 16.9%.

  5. In September 2026, Kathmandu lost share of searches among merino clothing brands in Australia, from 5.1% to 3.5%.

  6. In September 2026, Smartwool lost share of searches among merino clothing brands in Australia, from 9.1% to 7.8%.

How are Smartwool’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Smartwool’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • smartwool

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