---
title: "Merino clothing brands in Australia: Which are searched most?"
description: "Compare the merino clothing brands Australians buy base layers and everyday wear from. Share of Search among Mons Royale, Icebreaker, Unbound Merino, Le Bent, Norsewear, Smartwool, Merino Country, Untouched World, Kathmandu, Macpac, Noble Wilde and Wool&Prince, the merino clothing brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-merino-clothing-brands"
publisher: "Brandwave"
---

# Merino clothing brands in Australia: Which are searched most?

Compare the merino clothing brands Australians buy base layers and everyday wear from. Share of Search among Mons Royale, Icebreaker, Unbound Merino, Le Bent, Norsewear, Smartwool, Merino Country, Untouched World, Kathmandu, Macpac, Noble Wilde and Wool&Prince, the merino clothing brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Merino clothing brands
- **Market**: Australia
- **Brands compared**: 12
- **Month measured**: Sep 2026
- **Highest Share of Search**: Mons Royale, 25.8%

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

- 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%.
- 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.

## 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.

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.

## Compare search popularity between leading brands

- [Mons Royale vs Icebreaker: compare search popularity](/demand/au/compare/icebreaker-vs-mons-royale): 25.8% against 16.9% Share of Search.
- [Mons Royale vs Unbound Merino: compare search popularity](/demand/au/compare/mons-royale-vs-unbound-merino): 25.8% against 11.6% Share of Search.
- [Mons Royale vs Le Bent: compare search popularity](/demand/au/compare/le-bent-vs-mons-royale): 25.8% against 7.8% Share of Search.
- [Mons Royale vs Norsewear: compare search popularity](/demand/au/compare/mons-royale-vs-norsewear): 25.8% against 7.8% Share of Search.
- [Icebreaker vs Unbound Merino: compare search popularity](/demand/au/compare/icebreaker-vs-unbound-merino): 16.9% against 11.6% Share of Search.
- [Icebreaker vs Le Bent: compare search popularity](/demand/au/compare/icebreaker-vs-le-bent): 16.9% against 7.8% Share of Search.
- [Icebreaker vs Norsewear: compare search popularity](/demand/au/compare/icebreaker-vs-norsewear): 16.9% against 7.8% Share of Search.
- [Unbound Merino vs Le Bent: compare search popularity](/demand/au/compare/le-bent-vs-unbound-merino): 11.6% against 7.8% Share of Search.
- [Unbound Merino vs Norsewear: compare search popularity](/demand/au/compare/norsewear-vs-unbound-merino): 11.6% against 7.8% Share of Search.
- [Le Bent vs Norsewear: compare search popularity](/demand/au/compare/le-bent-vs-norsewear): 7.8% Share of Search each.

## 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%.
- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Mons Royale | 25.8% | 2.9K | -19.4% | Mons Royale |
| 2 | Icebreaker | 16.9% | 1.9K | -34.5% | Icebreaker |
| 3 | Unbound Merino | 11.6% | 1.3K | -18.8% | Unbound Merino |
| 4 | Le Bent | 7.8% | 880 | -12.0% | Le Bent |
| 5 | Norsewear | 7.8% | 880 | +417.6% | Norsewear |
| 6 | Smartwool | 7.8% | 880 | -32.3% | Smartwool |
| 7 | Merino Country | 6.4% | 720 | -28.0% | Merino Country |
| 8 | Untouched World | 6.4% | 720 | -18.2% | Untouched World |
| 9 | Kathmandu | 3.5% | 390 | -45.8% | KATHMANDU LIMITED |
| 10 | Macpac | 3.5% | 390 | -33.9% | MACPAC NEW ZEALAND LIMITED |
| 11 | Noble Wilde | 1.5% | 170 | -46.9% | Noble Wilde |
| 12 | Wool&Prince | 0.98% | 110 | -35.3% | Wool&Prince |

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

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Mons Royale | 1.6K | 21.8% | 1 |
| Oct 2025 | Icebreaker | 1.3K | 17.7% | 2 |
| Oct 2025 | Smartwool | 1K | 13.6% | 3 |
| Oct 2025 | Unbound Merino | 880 | 12% | 4 |
| Oct 2025 | Merino Country | 720 | 9.8% | 5 |
| Oct 2025 | Le Bent | 480 | 6.5% | 6 |
| Oct 2025 | Untouched World | 390 | 5.3% | 7 |
| Oct 2025 | Kathmandu | 320 | 4.4% | 8 |
| Oct 2025 | Macpac | 320 | 4.4% | 9 |
| Oct 2025 | Noble Wilde | 140 | 1.9% | 10 |
| Oct 2025 | Wool&Prince | 110 | 1.5% | 11 |
| Oct 2025 | Norsewear | 90 | 1.2% | 12 |
| Nov 2025 | Mons Royale | 2.9K | 24.4% | 1 |
| Nov 2025 | Icebreaker | 1.9K | 16% | 2 |
| Nov 2025 | Smartwool | 1.6K | 13.5% | 3 |
| Nov 2025 | Unbound Merino | 1.6K | 13.5% | 4 |
| Nov 2025 | Le Bent | 1.3K | 10.9% | 5 |
| Nov 2025 | Merino Country | 720 | 6.1% | 6 |
| Nov 2025 | Kathmandu | 480 | 4% | 7 |
| Nov 2025 | Macpac | 480 | 4% | 8 |
| Nov 2025 | Untouched World | 480 | 4% | 9 |
| Nov 2025 | Wool&Prince | 170 | 1.4% | 10 |
| Nov 2025 | Noble Wilde | 140 | 1.2% | 11 |
| Nov 2025 | Norsewear | 110 | 0.93% | 12 |
| Dec 2025 | Mons Royale | 2.4K | 24.6% | 1 |
| Dec 2025 | Icebreaker | 1.6K | 16.4% | 2 |
| Dec 2025 | Smartwool | 1.3K | 13.3% | 3 |
| Dec 2025 | Unbound Merino | 1.3K | 13.3% | 4 |
| Dec 2025 | Le Bent | 1K | 10.3% | 5 |
| Dec 2025 | Merino Country | 720 | 7.4% | 6 |
| Dec 2025 | Macpac | 390 | 4% | 7 |
| Dec 2025 | Untouched World | 390 | 4% | 8 |
| Dec 2025 | Kathmandu | 320 | 3.3% | 9 |
| Dec 2025 | Noble Wilde | 140 | 1.4% | 10 |
| Dec 2025 | Norsewear | 90 | 0.92% | 11 |
| Dec 2025 | Wool&Prince | 90 | 0.92% | 12 |
| Jan 2026 | Mons Royale | 1.9K | 20.3% | 1 |
| Jan 2026 | Icebreaker | 1.6K | 17.1% | 2 |
| Jan 2026 | Unbound Merino | 1.6K | 17.1% | 3 |
| Jan 2026 | Smartwool | 1.3K | 13.9% | 4 |
| Jan 2026 | Le Bent | 720 | 7.7% | 5 |
| Jan 2026 | Merino Country | 720 | 7.7% | 6 |
| Jan 2026 | Untouched World | 480 | 5.1% | 7 |
| Jan 2026 | Kathmandu | 390 | 4.2% | 8 |
| Jan 2026 | Macpac | 320 | 3.4% | 9 |
| Jan 2026 | Noble Wilde | 170 | 1.8% | 10 |
| Jan 2026 | Wool&Prince | 110 | 1.2% | 11 |
| Jan 2026 | Norsewear | 70 | 0.75% | 12 |
| Feb 2026 | Mons Royale | 1.9K | 24.7% | 1 |
| Feb 2026 | Icebreaker | 1.3K | 16.9% | 2 |
| Feb 2026 | Unbound Merino | 1K | 13% | 3 |
| Feb 2026 | Smartwool | 880 | 11.4% | 4 |
| Feb 2026 | Le Bent | 590 | 7.7% | 5 |
| Feb 2026 | Merino Country | 590 | 7.7% | 6 |
| Feb 2026 | Untouched World | 480 | 6.2% | 7 |
| Feb 2026 | Kathmandu | 320 | 4.2% | 8 |
| Feb 2026 | Macpac | 320 | 4.2% | 9 |
| Feb 2026 | Noble Wilde | 140 | 1.8% | 10 |
| Feb 2026 | Wool&Prince | 110 | 1.4% | 11 |
| Feb 2026 | Norsewear | 70 | 0.91% | 12 |
| Mar 2026 | Mons Royale | 2.9K | 30.6% | 1 |
| Mar 2026 | Icebreaker | 1.6K | 16.9% | 2 |
| Mar 2026 | Smartwool | 1K | 10.6% | 3 |
| Mar 2026 | Unbound Merino | 1K | 10.6% | 4 |
| Mar 2026 | Merino Country | 720 | 7.6% | 5 |
| Mar 2026 | Untouched World | 590 | 6.2% | 6 |
| Mar 2026 | Kathmandu | 390 | 4.1% | 7 |
| Mar 2026 | Le Bent | 390 | 4.1% | 8 |
| Mar 2026 | Macpac | 390 | 4.1% | 9 |
| Mar 2026 | Noble Wilde | 260 | 2.7% | 10 |
| Mar 2026 | Wool&Prince | 140 | 1.5% | 11 |
| Mar 2026 | Norsewear | 90 | 0.95% | 12 |
| Apr 2026 | Mons Royale | 3.6K | 29% | 1 |
| Apr 2026 | Icebreaker | 2.4K | 19.3% | 2 |
| Apr 2026 | Smartwool | 1.3K | 10.5% | 3 |
| Apr 2026 | Merino Country | 1K | 8.1% | 4 |
| Apr 2026 | Unbound Merino | 1K | 8.1% | 5 |
| Apr 2026 | Untouched World | 720 | 5.8% | 6 |
| Apr 2026 | Kathmandu | 590 | 4.8% | 7 |
| Apr 2026 | Macpac | 590 | 4.8% | 8 |
| Apr 2026 | Le Bent | 480 | 3.9% | 9 |
| Apr 2026 | Noble Wilde | 390 | 3.1% | 10 |
| Apr 2026 | Norsewear | 170 | 1.4% | 11 |
| Apr 2026 | Wool&Prince | 170 | 1.4% | 12 |
| May 2026 | Mons Royale | 3.6K | 25.3% | 1 |
| May 2026 | Icebreaker | 2.9K | 20.4% | 2 |
| May 2026 | Merino Country | 1.3K | 9.1% | 3 |
| May 2026 | Smartwool | 1.3K | 9.1% | 4 |
| May 2026 | Unbound Merino | 1.3K | 9.1% | 5 |
| May 2026 | Untouched World | 880 | 6.2% | 6 |
| May 2026 | Kathmandu | 720 | 5.1% | 7 |
| May 2026 | Le Bent | 720 | 5.1% | 8 |
| May 2026 | Macpac | 720 | 5.1% | 9 |
| May 2026 | Noble Wilde | 480 | 3.4% | 10 |
| May 2026 | Norsewear | 210 | 1.5% | 11 |
| May 2026 | Wool&Prince | 110 | 0.77% | 12 |
| Jun 2026 | Mons Royale | 4.4K | 25.9% | 1 |
| Jun 2026 | Icebreaker | 3.6K | 21.2% | 2 |
| Jun 2026 | Smartwool | 1.6K | 9.4% | 3 |
| Jun 2026 | Unbound Merino | 1.6K | 9.4% | 4 |
| Jun 2026 | Merino Country | 1.3K | 7.6% | 5 |
| Jun 2026 | Kathmandu | 1K | 5.9% | 6 |
| Jun 2026 | Le Bent | 880 | 5.2% | 7 |
| Jun 2026 | Macpac | 880 | 5.2% | 8 |
| Jun 2026 | Untouched World | 880 | 5.2% | 9 |
| Jun 2026 | Noble Wilde | 480 | 2.8% | 10 |
| Jun 2026 | Norsewear | 210 | 1.2% | 11 |
| Jun 2026 | Wool&Prince | 170 | 1% | 12 |
| Jul 2026 | Icebreaker | 3.6K | 23.2% | 1 |
| Jul 2026 | Mons Royale | 3.6K | 23.2% | 2 |
| Jul 2026 | Smartwool | 1.6K | 10.3% | 3 |
| Jul 2026 | Unbound Merino | 1.6K | 10.3% | 4 |
| Jul 2026 | Merino Country | 1K | 6.5% | 5 |
| Jul 2026 | Kathmandu | 880 | 5.7% | 6 |
| Jul 2026 | Le Bent | 880 | 5.7% | 7 |
| Jul 2026 | Untouched World | 880 | 5.7% | 8 |
| Jul 2026 | Macpac | 720 | 4.6% | 9 |
| Jul 2026 | Noble Wilde | 390 | 2.5% | 10 |
| Jul 2026 | Norsewear | 210 | 1.4% | 11 |
| Jul 2026 | Wool&Prince | 140 | 0.9% | 12 |
| Aug 2026 | Mons Royale | 3.6K | 25.3% | 1 |
| Aug 2026 | Icebreaker | 2.9K | 20.4% | 2 |
| Aug 2026 | Unbound Merino | 1.6K | 11.2% | 3 |
| Aug 2026 | Smartwool | 1.3K | 9.1% | 4 |
| Aug 2026 | Le Bent | 1K | 7% | 5 |
| Aug 2026 | Merino Country | 1K | 7% | 6 |
| Aug 2026 | Untouched World | 880 | 6.2% | 7 |
| Aug 2026 | Kathmandu | 720 | 5.1% | 8 |
| Aug 2026 | Macpac | 590 | 4.1% | 9 |
| Aug 2026 | Noble Wilde | 320 | 2.2% | 10 |
| Aug 2026 | Norsewear | 170 | 1.2% | 11 |
| Aug 2026 | Wool&Prince | 170 | 1.2% | 12 |
| Sep 2026 | Mons Royale | 2.9K | 25.8% | 1 |
| Sep 2026 | Icebreaker | 1.9K | 16.9% | 2 |
| Sep 2026 | Unbound Merino | 1.3K | 11.6% | 3 |
| Sep 2026 | Le Bent | 880 | 7.8% | 4 |
| Sep 2026 | Norsewear | 880 | 7.8% | 5 |
| Sep 2026 | Smartwool | 880 | 7.8% | 6 |
| Sep 2026 | Merino Country | 720 | 6.4% | 7 |
| Sep 2026 | Untouched World | 720 | 6.4% | 8 |
| Sep 2026 | Kathmandu | 390 | 3.5% | 9 |
| Sep 2026 | Macpac | 390 | 3.5% | 10 |
| Sep 2026 | Noble Wilde | 170 | 1.5% | 11 |
| Sep 2026 | Wool&Prince | 110 | 0.98% | 12 |

## What is being compared

- **Icebreaker**: Measured on the search term “icebreaker merino”.
- **Kathmandu**: Measured on the search term “kathmandu merino”.
- **Le Bent**: Measured on the search term “le bent”.
- **Macpac**: Measured on the search term “macpac merino”.
- **Merino Country**: Measured on the search term “merino country”.
- **Mons Royale**: Measured on the search term “mons royale”.
- **Noble Wilde**: Measured on the search term “noble wilde”.
- **Norsewear**: Measured on the search term “norsewear”.
- **Smartwool**: Measured on the search term “smartwool”.
- **Unbound Merino**: Measured on the search term “unbound merino”.
- **Untouched World**: Measured on the search term “untouched world”.
- **Wool&Prince**: Measured on the search term “wool and prince”.

- [Icebreaker](/demand/au/brands/icebreaker)
- [Kathmandu](/demand/au/brands/kathmandu)
- [Le Bent](/demand/au/brands/le-bent)
- [Macpac](/demand/au/brands/macpac)
- [Merino Country](/demand/au/brands/merino-country)
- [Mons Royale](/demand/au/brands/mons-royale)
- [Noble Wilde](/demand/au/brands/noble-wilde)
- [Norsewear](/demand/au/brands/norsewear)
- [Smartwool](/demand/au/brands/smartwool)
- [Unbound Merino](/demand/au/brands/unbound-merino)
- [Untouched World](/demand/au/brands/untouched-world)
- [Wool&Prince](/demand/au/brands/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.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Merino clothing brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-merino-clothing-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-merino-clothing-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.