Underwear brands in Australia:Which are most popular?

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

In September 2026, Calvin Klein was the most searched underwear brand in Australia, accounting for 36.9% of all searches among the five brands we track. When we checked with ChatGPT and Google AI Overviews, Bonds and Boody were mentioned most often, in four of the five answers. Bonds was recommended most often, coming first in one out of four responses that gave a list.

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Top underwear brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Bonds and Boody were mentioned most often, in four of the five answers. Bonds was recommended most often, coming first in one out of four answers that gave a list. Boody was second, and Step One was third.

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
Bonds	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Boody	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Step One	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Jockey	Named in 0 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	2 of 5
Calvin Klein	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5

Bonds4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Boody4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Step One2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Jockey2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Calvin Klein1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about underwear brands

5 answers

Asked ChatGPT
“What's the best underwear brand in Australia?”
1. 1Boody
2. 2Bonds
3. 3Step One
Asked ChatGPT
“Which men's underwear brand is the most comfortable?”
1. 1Step One
2. 2Bonds
Asked ChatGPT
“Where should I buy good quality everyday underwear?”
1. 1Boody
2. 2Bonds
Searched Google, AI Overview
“mens underwear”
1. 1Bonds
2. 2Jockey
3. 3Boody
4. 4Calvin Klein
Searched Google, AI Overview
“underwear”
1. 1Boody
2. 2Jockey

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which underwear brands do people search for most?

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

Share of searches among underwear brands in Australia, by month

Month	Calvin Klein	Bonds	Step One	Boody	Jockey
Oct 2025	40.9%	21.9%	18.3%	12.2%	6.7%
Nov 2025	40%	18.2%	21.9%	14.6%	5.3%
Dec 2025	47.5%	18.4%	17.4%	11.6%	5.2%
Jan 2026	37.8%	20.9%	16.9%	16.9%	7.5%
Feb 2026	39%	21.6%	17.4%	14.2%	7.8%
Mar 2026	50.5%	15.3%	12.3%	15.1%	6.7%
Apr 2026	42.6%	19.3%	15.6%	15.6%	6.9%
May 2026	56.9%	14.1%	11.4%	11.4%	6.2%
Jun 2026	53.9%	13.4%	10.8%	16.1%	5.9%
Jul 2026	43.8%	19.9%	16%	13.1%	7.2%
Aug 2026	44.2%	19.3%	16.1%	13.2%	7.2%
Sep 2026	36.9%	24.1%	16.5%	13.5%	9%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Calvin Klein	36.9%	27.1K	-33.1%	-7.2 points
2, held 2nd	Bonds	24.1%	17.7K	0%	+4.8 points
3, held 3rd	Step One	16.5%	12.1K	-18.2%	+0.3 points
4, held 4th	Boody	13.5%	9.9K	-18.2%	+0.3 points
5, held 5th	Jockey	9%	6.6K	0%	+1.8 points

1.Calvin Klein
36.9%
Held 1st. 27.1K estimated branded searches, -33.1% vs prior month. Share -7.2 points.
2.Bonds
24.1%
Held 2nd. 17.7K estimated branded searches, 0% vs prior month. Share +4.8 points.
3.Step One
16.5%
Held 3rd. 12.1K estimated branded searches, -18.2% vs prior month. Share +0.3 points.
4.Boody
13.5%
Held 4th. 9.9K estimated branded searches, -18.2% vs prior month. Share +0.3 points.
5.Jockey
9%
Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share +1.8 points.

Which brand is most popular in search among underwear brands in Australia?

5 brands

In September 2026, Calvin Klein was the most searched among underwear brands in Australia, with an estimated 27.1K branded searches, 36.9% of all searches for the five we track. Bonds is in 2nd place, 12.8 percentage points behind at 24.1%.

Australia underwear brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Calvin Klein	40.9% → 36.9%	56.9%May 2026	36.9%Sep 2026	1st
Bonds	21.9% → 24.1%	24.1%Sep 2026	13.4%Jun 2026	2nd
Step One	18.3% → 16.5%	21.9%Nov 2025	10.8%Jun 2026	3rd
Boody	12.2% → 13.5%	16.9%Jan 2026	11.4%May 2026	4th
Jockey	6.7% → 9%	9%Sep 2026	5.2%Dec 2025	5th

Each finding as a sentence

Across the 12 months ending September 2026, Calvin Klein’s share of searches among underwear brands in Australia decreased from 40.9% to 36.9%.
Across the 12 months ending September 2026, Bonds’ share of searches among underwear brands in Australia increased from 21.9% to 24.1%.
Across the 12 months ending September 2026, Step One’s share of searches among underwear brands in Australia decreased from 18.3% to 16.5%.
Across the 12 months ending September 2026, Boody’s share of searches among underwear brands in Australia increased from 12.2% to 13.5%.
Across the 12 months ending September 2026, Jockey’s share of searches among underwear brands in Australia increased from 6.7% to 9%.
Across the 12 months ending September 2026, Calvin Klein’s share of searches among underwear brands in Australia peaked at 56.9% in May 2026 and was lowest at 36.9% in September 2026.
Across the 12 months ending September 2026, Bonds’ share of searches among underwear brands in Australia peaked at 24.1% in September 2026 and was lowest at 13.4% in June 2026.
Across the 12 months ending September 2026, Step One’s share of searches among underwear brands in Australia peaked at 21.9% in November 2025 and was lowest at 10.8% in June 2026.
Across the 12 months ending September 2026, Boody’s share of searches among underwear brands in Australia peaked at 16.9% in January 2026 and was lowest at 11.4% in May 2026.
Across the 12 months ending September 2026, Jockey’s share of searches among underwear brands in Australia peaked at 9% in September 2026 and was lowest at 5.2% in December 2025.

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

4 changes

In September 2026, Bonds gained share of searches among underwear brands in Australia, from 19.3% to 24.1%.
In September 2026, Jockey gained share of searches among underwear brands in Australia, from 7.2% to 9%.
In September 2026, Calvin Klein lost share of searches among underwear brands in Australia, from 44.2% to 36.9%.
Step One’s share of searches among underwear brands in Australia has gained ground for 3 months in a row, from 10.8% to 16.5% in September 2026.

How are branded searches counted for underwear brands?

6 search terms

Each brand's share of searches among underwear 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.