Calvin Klein vs Step One:Which is more popular?
In September 2026, Calvin Klein had more branded searches than Step One among underwear brands in Australia. Calvin Klein had about 27,100 branded searches, while Step One had 12,100. Calvin Klein made up 36.9% of all underwear brand searches we track, and Step One accounted for 16.5%. When we asked ChatGPT and Google AI Overviews about underwear brands, Step One appeared in two of the five answers and Calvin Klein in one. Step One was mentioned before Calvin Klein in two out of three answers that named either.
Who do people search for more?
Calvin Klein, about 2 searches for every 1 for Step One
Who does AI mention more?
Step One, mentioned in 2 of 5 answers, Calvin Klein in 1
Who does AI recommend more?
Step One, named ahead of Calvin Klein in 2 of 3 answers
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Top underwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Step One was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Calvin Klein was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Step One was listed before Calvin Klein in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Bonds1st
Boody2nd- Step One3rd
Jockey4th- Calvin Klein5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- 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?”
Asked ChatGPT
“Which men's underwear brand is the most comfortable?”
Asked ChatGPT
“Where should I buy good quality everyday underwear?”
Searched Google, AI Overview
“mens underwear”
Searched Google, AI Overview
“underwear”
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Is Calvin Klein or Step One more popular in search?
This chart shows how often people search Google for Calvin Klein and Step One 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 by month for Calvin Klein, Step One. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Calvin Klein and Step One comparison changed over the last 12 months?
3 findings
- Calvin Klein was ahead of Step One in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Calvin Klein’s share of searches among underwear brands in Australia moved from 40.9% to 36.9%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
- Across the 12 months ending September 2026, Step One’s share of searches among underwear brands in Australia moved from 18.3% to 16.5%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
How did search popularity change for Australia underwear brands in September 2026?
2 changes
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?
2 search terms
Brandwave collects information about searches that people make online using Calvin Klein’s and Step One’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Calvin Klein
1 branded search term
- calvin klein underwear
Step One
1 branded search term
- step one underwear
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