---
title: "Underwear brands in Australia: Which are searched most?"
description: "Compare the brands people buy everyday underwear from. Share of Search among Calvin Klein, Bonds, Step One, Boody and Jockey, the underwear 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-underwear-brands"
publisher: "Brandwave"
---

# Underwear brands in Australia: Which are searched most?

Compare the brands people buy everyday underwear from. Share of Search among Calvin Klein, Bonds, Step One, Boody and Jockey, the underwear 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**: Underwear brands
- **Market**: Australia
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Calvin Klein, 36.9%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Bonds | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Boody | 2nd | 2 of 3 | 2 of 2 | 4 of 5 |
| Step One | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |
| Jockey | 4th | 0 of 3 | 2 of 2 | 2 of 5 |
| Calvin Klein | 5th | 0 of 3 | 1 of 2 | 1 of 5 |

## Every AI answer about underwear brands

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

Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026.

## Compare search popularity between leading brands

- [Calvin Klein vs Bonds: compare search popularity](/demand/au/compare/bonds-vs-calvin-klein): 36.9% against 24.1% Share of Search.
- [Calvin Klein vs Step One: compare search popularity](/demand/au/compare/calvin-klein-vs-step-one): 36.9% against 16.5% Share of Search.
- [Calvin Klein vs Boody: compare search popularity](/demand/au/compare/boody-vs-calvin-klein): 36.9% against 13.5% Share of Search.
- [Calvin Klein vs Jockey: compare search popularity](/demand/au/compare/calvin-klein-vs-jockey): 36.9% against 9% Share of Search.
- [Bonds vs Step One: compare search popularity](/demand/au/compare/bonds-vs-step-one): 24.1% against 16.5% Share of Search.
- [Bonds vs Boody: compare search popularity](/demand/au/compare/bonds-vs-boody): 24.1% against 13.5% Share of Search.
- [Bonds vs Jockey: compare search popularity](/demand/au/compare/bonds-vs-jockey): 24.1% against 9% Share of Search.
- [Step One vs Boody: compare search popularity](/demand/au/compare/boody-vs-step-one): 16.5% against 13.5% Share of Search.
- [Step One vs Jockey: compare search popularity](/demand/au/compare/jockey-vs-step-one): 16.5% against 9% Share of Search.
- [Boody vs Jockey: compare search popularity](/demand/au/compare/boody-vs-jockey): 13.5% against 9% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Calvin Klein | 36.9% | 27.1K | -33.1% | Calvin Klein |
| 2 | Bonds | 24.1% | 17.7K | 0.0% | Bonds |
| 3 | Step One | 16.5% | 12.1K | -18.2% | Step One |
| 4 | Boody | 13.5% | 9.9K | -18.2% | Boody |
| 5 | Jockey | 9% | 6.6K | 0.0% | Jockey |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Calvin Klein | 33.1K | 40.9% | 1 |
| Oct 2025 | Bonds | 17.7K | 21.9% | 2 |
| Oct 2025 | Step One | 14.8K | 18.3% | 3 |
| Oct 2025 | Boody | 9.9K | 12.2% | 4 |
| Oct 2025 | Jockey | 5.4K | 6.7% | 5 |
| Nov 2025 | Calvin Klein | 49.5K | 40% | 1 |
| Nov 2025 | Step One | 27.1K | 21.9% | 2 |
| Nov 2025 | Bonds | 22.5K | 18.2% | 3 |
| Nov 2025 | Boody | 18.1K | 14.6% | 4 |
| Nov 2025 | Jockey | 6.6K | 5.3% | 5 |
| Dec 2025 | Calvin Klein | 49.5K | 47.5% | 1 |
| Dec 2025 | Bonds | 19.2K | 18.4% | 2 |
| Dec 2025 | Step One | 18.1K | 17.4% | 3 |
| Dec 2025 | Boody | 12.1K | 11.6% | 4 |
| Dec 2025 | Jockey | 5.4K | 5.2% | 5 |
| Jan 2026 | Calvin Klein | 27.1K | 37.8% | 1 |
| Jan 2026 | Bonds | 15K | 20.9% | 2 |
| Jan 2026 | Boody | 12.1K | 16.9% | 3 |
| Jan 2026 | Step One | 12.1K | 16.9% | 4 |
| Jan 2026 | Jockey | 5.4K | 7.5% | 5 |
| Feb 2026 | Calvin Klein | 27.1K | 39% | 1 |
| Feb 2026 | Bonds | 15K | 21.6% | 2 |
| Feb 2026 | Step One | 12.1K | 17.4% | 3 |
| Feb 2026 | Boody | 9.9K | 14.2% | 4 |
| Feb 2026 | Jockey | 5.4K | 7.8% | 5 |
| Mar 2026 | Calvin Klein | 49.5K | 50.5% | 1 |
| Mar 2026 | Bonds | 15K | 15.3% | 2 |
| Mar 2026 | Boody | 14.8K | 15.1% | 3 |
| Mar 2026 | Step One | 12.1K | 12.3% | 4 |
| Mar 2026 | Jockey | 6.6K | 6.7% | 5 |
| Apr 2026 | Calvin Klein | 33.1K | 42.6% | 1 |
| Apr 2026 | Bonds | 15K | 19.3% | 2 |
| Apr 2026 | Boody | 12.1K | 15.6% | 3 |
| Apr 2026 | Step One | 12.1K | 15.6% | 4 |
| Apr 2026 | Jockey | 5.4K | 6.9% | 5 |
| May 2026 | Calvin Klein | 60.5K | 56.9% | 1 |
| May 2026 | Bonds | 15K | 14.1% | 2 |
| May 2026 | Boody | 12.1K | 11.4% | 3 |
| May 2026 | Step One | 12.1K | 11.4% | 4 |
| May 2026 | Jockey | 6.6K | 6.2% | 5 |
| Jun 2026 | Calvin Klein | 60.5K | 53.9% | 1 |
| Jun 2026 | Boody | 18.1K | 16.1% | 2 |
| Jun 2026 | Bonds | 15K | 13.4% | 3 |
| Jun 2026 | Step One | 12.1K | 10.8% | 4 |
| Jun 2026 | Jockey | 6.6K | 5.9% | 5 |
| Jul 2026 | Calvin Klein | 33.1K | 43.8% | 1 |
| Jul 2026 | Bonds | 15K | 19.9% | 2 |
| Jul 2026 | Step One | 12.1K | 16% | 3 |
| Jul 2026 | Boody | 9.9K | 13.1% | 4 |
| Jul 2026 | Jockey | 5.4K | 7.2% | 5 |
| Aug 2026 | Calvin Klein | 40.5K | 44.2% | 1 |
| Aug 2026 | Bonds | 17.7K | 19.3% | 2 |
| Aug 2026 | Step One | 14.8K | 16.1% | 3 |
| Aug 2026 | Boody | 12.1K | 13.2% | 4 |
| Aug 2026 | Jockey | 6.6K | 7.2% | 5 |
| Sep 2026 | Calvin Klein | 27.1K | 36.9% | 1 |
| Sep 2026 | Bonds | 17.7K | 24.1% | 2 |
| Sep 2026 | Step One | 12.1K | 16.5% | 3 |
| Sep 2026 | Boody | 9.9K | 13.5% | 4 |
| Sep 2026 | Jockey | 6.6K | 9% | 5 |

## What is being compared

- **Bonds**: Measured on the search terms “bonds underwear” and “bonds undies”, summed into one figure.
- **Boody**: Measured on the search term “boody underwear”.
- **Calvin Klein**: Measured on the search term “calvin klein underwear”.
- **Jockey**: Measured on the search term “jockey underwear”.
- **Step One**: Measured on the search term “step one underwear”.

- [Bonds](/demand/au/brands/bonds)
- [Boody](/demand/au/brands/boody)
- [Calvin Klein](/demand/au/brands/calvin-klein)
- [Jockey](/demand/au/brands/jockey)
- [Step One](/demand/au/brands/step-one)

## 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 underwear brands in Australia?

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.

## Cite this page

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

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