--- title: "Wool&Prince: search popularity in Australia" description: "Wool&Prince makes merino wool clothing. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/wool-and-prince" publisher: "Brandwave" --- # Wool&Prince: search popularity in Australia Wool&Prince makes merino wool clothing. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Wool&Prince - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among merino clothing brands**: 0.98% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Merino clothing brands | 12 | 0.98% | 110 | - [Merino clothing brands](/demand/au/categories/au-merino-clothing-brands) ## Top merino clothing brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Wool&Prince did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Icebreaker | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Kathmandu | 2nd | 0 of 3 | 2 of 2 | 2 of 5 | | Smartwool | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Merino Country | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Macpac | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Mons Royale | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Unbound Merino | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Le Bent | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Norsewear | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Untouched World | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Noble Wilde | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Wool&Prince | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about merino clothing brands - Asked ChatGPT "Which merino clothing brand should I buy in Australia?": 1. Icebreaker, 2. Merino Country, 3. Mons Royale - Asked ChatGPT "What are the best merino base layers for hiking?": 1. Icebreaker, 2. Smartwool - Asked ChatGPT "What are the best merino thermals for winter?": 1. Icebreaker, 2. Smartwool, 3. Macpac - Searched Google, AI Overview "merino thermals": 1. Icebreaker, 2. Kathmandu, 3. Merino Country - Searched Google, AI Overview "merino base layer": 1. Kathmandu, 2. Macpac Not named in any answer: Unbound Merino, Le Bent, Norsewear, Untouched World, Noble Wilde and Wool&Prince. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How has branded search demand for Wool&Prince changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Wool&Prince in Australia held steady at 110. - Across the 12 months ending September 2026, Wool&Prince’s share of searches among merino clothing brands in Australia decreased from 1.5% to 0.98%. - Across the 12 months ending September 2026, Wool&Prince fell from 11th to 12th among merino clothing brands in Australia. ## How did search popularity change for Australia merino clothing brands in September 2026? - In September 2026, Le Bent overtook Smartwool to rank 4th among merino clothing brands in Australia, with 7.8% of the searches. - In September 2026, Norsewear overtook Smartwool and 5 others to rank 5th among merino clothing brands in Australia, with 7.8% of the searches. - In September 2026, Mons Royale gained share of searches among merino clothing brands in Australia, from 25.3% to 25.8%. - In September 2026, Icebreaker lost share of searches among merino clothing brands in Australia, from 20.4% to 16.9%. - In September 2026, Kathmandu lost share of searches among merino clothing brands in Australia, from 5.1% to 3.5%. - In September 2026, Smartwool lost share of searches among merino clothing brands in Australia, from 9.1% to 7.8%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Merino clothing brands | 110 | 1.5% | 11 | | Nov 2025 | Merino clothing brands | 170 | 1.4% | 10 | | Dec 2025 | Merino clothing brands | 90 | 0.92% | 12 | | Jan 2026 | Merino clothing brands | 110 | 1.2% | 11 | | Feb 2026 | Merino clothing brands | 110 | 1.4% | 11 | | Mar 2026 | Merino clothing brands | 140 | 1.5% | 11 | | Apr 2026 | Merino clothing brands | 170 | 1.4% | 12 | | May 2026 | Merino clothing brands | 110 | 0.77% | 12 | | Jun 2026 | Merino clothing brands | 170 | 1% | 12 | | Jul 2026 | Merino clothing brands | 140 | 0.9% | 12 | | Aug 2026 | Merino clothing brands | 170 | 1.2% | 12 | | Sep 2026 | Merino clothing brands | 110 | 0.98% | 12 | ## How are Wool&Prince’s branded searches counted? Brandwave collects information about searches that people make online using Wool&Prince’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. - “wool and prince” ## Which merino clothing brands compete with Wool&Prince? - [Mons Royale](/demand/au/brands/mons-royale) - [Icebreaker](/demand/au/brands/icebreaker) - [Unbound Merino](/demand/au/brands/unbound-merino) - [Le Bent](/demand/au/brands/le-bent) - [Norsewear](/demand/au/brands/norsewear) - [Smartwool](/demand/au/brands/smartwool) - [Merino Country](/demand/au/brands/merino-country): Head-to-head: /demand/au/compare/merino-country-vs-wool-and-prince - [Untouched World](/demand/au/brands/untouched-world): Head-to-head: /demand/au/compare/untouched-world-vs-wool-and-prince - [Kathmandu](/demand/au/brands/kathmandu): Head-to-head: /demand/au/compare/kathmandu-vs-wool-and-prince - [Macpac](/demand/au/brands/macpac): Head-to-head: /demand/au/compare/macpac-vs-wool-and-prince - [Noble Wilde](/demand/au/brands/noble-wilde): Head-to-head: /demand/au/compare/noble-wilde-vs-wool-and-prince ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Wool&Prince: search popularity in Australia". https://gobrandwave.com/demand/au/brands/wool-and-prince This page is also available as HTML at https://gobrandwave.com/demand/au/brands/wool-and-prince. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.