Merino clothing brands in Australia:Which are most popular?

Name: Merino clothing brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Mons Royale was the most searched merino clothing brand in Australia, accounting for 25.8% of all searches among the 12 brands we track. When we checked with ChatGPT and Google AI Overviews, Icebreaker was mentioned most often, in four of the five answers. Icebreaker was recommended most often, coming first in four out of five responses.

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Top merino clothing brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned most often, in four of the five answers. Icebreaker was recommended most often, coming first in four out of five answers. Kathmandu was second, and Smartwool was third. Unbound Merino, which ranked third in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Icebreaker	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Smartwool	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Merino Country	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Kathmandu	Named in 0 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	2 of 5
Macpac	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Mons Royale	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Unbound Merino	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Le Bent	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Norsewear	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Untouched World	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Noble Wilde	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Wool&Prince	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Noble Wilde0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wool&Prince0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about merino clothing brands

5 answers

Asked ChatGPT
“Which merino clothing brand should I buy in Australia?”
Asked ChatGPT
“What are the best merino base layers for hiking?”
1. 1Icebreaker
2. 2Smartwool
Asked ChatGPT
“What are the best merino thermals for winter?”
1. 1Icebreaker
2. 2Smartwool
3. 3Macpac
Searched Google, AI Overview
“merino thermals”
Searched Google, AI Overview
“merino base layer”
1. 1Kathmandu
2. 2Macpac

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 do people search for most?

This chart shows how often people search Google for each merino clothing brand by name. Each line represents a brand's share of searches for all 12 merino clothing brands we track, month by month, from searches in Australia.

Share of searches among merino clothing brands in Australia, by month

Month	Mons Royale	Icebreaker	Unbound Merino	Le Bent	Norsewear	Smartwool	Merino Country	Untouched World	Kathmandu	Macpac	Noble Wilde	Wool&Prince
Oct 2025	21.8%	17.7%	12%	6.5%	1.2%	13.6%	9.8%	5.3%	4.4%	4.4%	1.9%	1.5%
Nov 2025	24.4%	16%	13.5%	10.9%	0.93%	13.5%	6.1%	4%	4%	4%	1.2%	1.4%
Dec 2025	24.6%	16.4%	13.3%	10.3%	0.92%	13.3%	7.4%	4%	3.3%	4%	1.4%	0.92%
Jan 2026	20.3%	17.1%	17.1%	7.7%	0.75%	13.9%	7.7%	5.1%	4.2%	3.4%	1.8%	1.2%
Feb 2026	24.7%	16.9%	13%	7.7%	0.91%	11.4%	7.7%	6.2%	4.2%	4.2%	1.8%	1.4%
Mar 2026	30.6%	16.9%	10.6%	4.1%	0.95%	10.6%	7.6%	6.2%	4.1%	4.1%	2.7%	1.5%
Apr 2026	29%	19.3%	8.1%	3.9%	1.4%	10.5%	8.1%	5.8%	4.8%	4.8%	3.1%	1.4%
May 2026	25.3%	20.4%	9.1%	5.1%	1.5%	9.1%	9.1%	6.2%	5.1%	5.1%	3.4%	0.77%
Jun 2026	25.9%	21.2%	9.4%	5.2%	1.2%	9.4%	7.6%	5.2%	5.9%	5.2%	2.8%	1%
Jul 2026	23.2%	23.2%	10.3%	5.7%	1.4%	10.3%	6.5%	5.7%	5.7%	4.6%	2.5%	0.9%
Aug 2026	25.3%	20.4%	11.2%	7%	1.2%	9.1%	7%	6.2%	5.1%	4.1%	2.2%	1.2%
Sep 2026	25.8%	16.9%	11.6%	7.8%	7.8%	7.8%	6.4%	6.4%	3.5%	3.5%	1.5%	0.98%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Mons Royale	25.8%	2.9K	-19.4%	+0.5 points
2, held 2nd	Icebreaker	16.9%	1.9K	-34.5%	-3.4 points
3, held 3rd	Unbound Merino	11.6%	1.3K	-18.8%	+0.3 points
4, moved from 5th to 4th	Le Bent	7.8%	880	-12%	+0.8 pointsmoved from 5th to 4th
5, moved from 11th to 5th	Norsewear	7.8%	880	+417.6%	+6.6 pointsmoved from 11th to 5th
6, moved from 4th to 6th	Smartwool	7.8%	880	-32.3%	-1.3 pointsmoved from 4th to 6th
7, moved from 6th to 7th	Merino Country	6.4%	720	-28%	-0.6 pointsmoved from 6th to 7th
8, moved from 7th to 8th	Untouched World	6.4%	720	-18.2%	+0.2 pointsmoved from 7th to 8th
9, moved from 8th to 9th	Kathmandu	3.5%	390	-45.8%	-1.6 pointsmoved from 8th to 9th
10, moved from 9th to 10th	Macpac	3.5%	390	-33.9%	-0.7 pointsmoved from 9th to 10th
11, moved from 10th to 11th	Noble Wilde	1.5%	170	-46.9%	-0.7 pointsmoved from 10th to 11th
12, held 12th	Wool&Prince	0.98%	110	-35.3%	-0.2 points

1.Mons Royale
25.8%
Held 1st. 2.9K estimated branded searches, -19.4% vs prior month. Share +0.5 points.
2.Icebreaker
16.9%
Held 2nd. 1.9K estimated branded searches, -34.5% vs prior month. Share -3.4 points.
3.Unbound Merino
11.6%
Held 3rd. 1.3K estimated branded searches, -18.8% vs prior month. Share +0.3 points.
4.Le Bent
7.8%
Moved from 5th to 4th. 880 estimated branded searches, -12% vs prior month. Share +0.8 points.
5.Norsewear
7.8%
Moved from 11th to 5th. 880 estimated branded searches, +417.6% vs prior month. Share +6.6 points.
6.Smartwool
7.8%
Moved from 4th to 6th. 880 estimated branded searches, -32.3% vs prior month. Share -1.3 points.
7.Merino Country
6.4%
Moved from 6th to 7th. 720 estimated branded searches, -28% vs prior month. Share -0.6 points.
8.Untouched World
6.4%
Moved from 7th to 8th. 720 estimated branded searches, -18.2% vs prior month. Share +0.2 points.
9.Kathmandu
3.5%
Moved from 8th to 9th. 390 estimated branded searches, -45.8% vs prior month. Share -1.6 points.
10.Macpac
3.5%
Moved from 9th to 10th. 390 estimated branded searches, -33.9% vs prior month. Share -0.7 points.
11.Noble Wilde
1.5%
Moved from 10th to 11th. 170 estimated branded searches, -46.9% vs prior month. Share -0.7 points.
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”.

Which brand is most popular in search among merino clothing brands in Australia?

12 brands

In September 2026, Mons Royale was the most searched among merino clothing brands in Australia, with an estimated 2.9K branded searches, 25.8% of all searches for the 12 we track. Icebreaker is in 2nd place, 8.9 percentage points behind at 16.9%.

Australia merino clothing brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Mons Royale	21.8% → 25.8%	30.6%Mar 2026	20.3%Jan 2026	1st
Icebreaker	17.7% → 16.9%	23.2%Jul 2026	16%Nov 2025	2nd
Unbound Merino	12% → 11.6%	17.1%Jan 2026	8.1%Apr 2026	4th → 3rd
Le Bent	6.5% → 7.8%	10.9%Nov 2025	3.9%Apr 2026	6th → 4th
Norsewear	1.2% → 7.8%	7.8%Sep 2026	0.75%Jan 2026	12th → 5th
Smartwool	13.6% → 7.8%	13.9%Jan 2026	7.8%Sep 2026	3rd → 6th
Merino Country	9.8% → 6.4%	9.8%Oct 2025	6.1%Nov 2025	5th → 7th
Untouched World	5.3% → 6.4%	6.4%Sep 2026	4%Dec 2025	7th → 8th
Kathmandu	4.4% → 3.5%	5.9%Jun 2026	3.3%Dec 2025	8th → 9th
Macpac	4.4% → 3.5%	5.2%Jun 2026	3.4%Jan 2026	9th → 10th
Noble Wilde	1.9% → 1.5%	3.4%May 2026	1.2%Nov 2025	10th → 11th
Wool&Prince	1.5% → 0.98%	1.5%Oct 2025	0.77%May 2026	11th → 12th

Each finding as a sentence

Across the 12 months ending September 2026, Mons Royale’s share of searches among merino clothing brands in Australia increased from 21.8% to 25.8%.
Across the 12 months ending September 2026, Icebreaker’s share of searches among merino clothing brands in Australia decreased from 17.7% to 16.9%.
Across the 12 months ending September 2026, Le Bent’s share of searches among merino clothing brands in Australia increased from 6.5% to 7.8%.
Across the 12 months ending September 2026, Norsewear’s share of searches among merino clothing brands in Australia increased from 1.2% to 7.8%.
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, Merino Country’s share of searches among merino clothing brands in Australia decreased from 9.8% to 6.4%.
Across the 12 months ending September 2026, Untouched World’s share of searches among merino clothing brands in Australia increased from 5.3% to 6.4%.
Across the 12 months ending September 2026, Kathmandu’s share of searches among merino clothing brands in Australia decreased from 4.4% to 3.5%.
Across the 12 months ending September 2026, Macpac’s share of searches among merino clothing brands in Australia decreased from 4.4% to 3.5%.
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, Mons Royale’s share of searches among merino clothing brands in Australia peaked at 30.6% in March 2026 and was lowest at 20.3% in January 2026.
Across the 12 months ending September 2026, Icebreaker’s share of searches among merino clothing brands in Australia peaked at 23.2% in July 2026 and was lowest at 16% in November 2025.
Across the 12 months ending September 2026, Unbound Merino’s share of searches among merino clothing brands in Australia peaked at 17.1% in January 2026 and was lowest at 8.1% in April 2026.
Across the 12 months ending September 2026, Le Bent’s share of searches among merino clothing brands in Australia peaked at 10.9% in November 2025 and was lowest at 3.9% in April 2026.
Across the 12 months ending September 2026, Norsewear’s share of searches among merino clothing brands in Australia peaked at 7.8% in September 2026 and was lowest at 0.75% in January 2026.
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, Merino Country’s share of searches among merino clothing brands in Australia peaked at 9.8% in October 2025 and was lowest at 6.1% in November 2025.
Across the 12 months ending September 2026, Untouched World’s share of searches among merino clothing brands in Australia peaked at 6.4% in September 2026 and was lowest at 4% in December 2025.
Across the 12 months ending September 2026, Kathmandu’s share of searches among merino clothing brands in Australia peaked at 5.9% in June 2026 and was lowest at 3.3% in December 2025.
Across the 12 months ending September 2026, Macpac’s share of searches among merino clothing brands in Australia peaked at 5.2% in June 2026 and was lowest at 3.4% in January 2026.
Across the 12 months ending September 2026, Noble Wilde’s share of searches among merino clothing brands in Australia peaked at 3.4% in May 2026 and was lowest at 1.2% in November 2025.
Across the 12 months ending September 2026, Unbound Merino rose from 4th to 3rd among merino clothing brands in Australia.
Across the 12 months ending September 2026, Le Bent rose from 6th to 4th among merino clothing brands in Australia.
Across the 12 months ending September 2026, Norsewear rose from 12th to 5th among merino clothing brands in Australia.
Across the 12 months ending September 2026, Smartwool fell from 3rd to 6th among merino clothing brands in Australia.
Across the 12 months ending September 2026, Merino Country fell from 5th to 7th among merino clothing brands in Australia.
Across the 12 months ending September 2026, Untouched World fell from 7th to 8th among merino clothing brands in Australia.
Across the 12 months ending September 2026, Kathmandu fell from 8th to 9th among merino clothing brands in Australia.
Across the 12 months ending September 2026, Macpac fell from 9th to 10th among merino clothing brands in Australia.
Across the 12 months ending September 2026, Noble Wilde fell from 10th to 11th among merino clothing brands in Australia.
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?

8 changes

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%.
In September 2026, Noble Wilde lost share of searches among merino clothing brands in Australia, from 2.2% to 1.5%.
In September 2026, Macpac lost share of searches among merino clothing brands in Australia, from 4.1% to 3.5%.

How are branded searches counted for merino clothing brands?

12 search terms

Each brand's share of searches among merino clothing brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.