Bonds vs Step One:Which is more popular?
In September 2026, Bonds had more branded searches than Step One among underwear brands in Australia. Bonds had about 17,700 branded searches, while Step One had 12,100. Bonds made up 24.1% 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, Bonds appeared in four of the five answers and Step One in two. Bonds was mentioned before Step One in three out of four answers.
Who do people search for more?
Bonds, about 46% more searches than Step One
Who does AI mention more?
Bonds, mentioned in 4 of 5 answers, Step One in 2
Who does AI recommend more?
Bonds, named ahead of Step One in 3 of 4 answers
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Top underwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bonds was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Bonds was listed before Step One in three out of four answers.
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 Bonds or Step One more popular in search?
This chart shows how often people search Google for Bonds 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 Bonds, 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 Bonds and Step One comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Step One took it in November 2025, Bonds took it in December 2025.
- Across the 12 months ending September 2026, Bonds’ share of searches among underwear brands in Australia moved from 21.9% to 24.1%, and its estimated monthly branded searches held steady at 17.7K.
- 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, Bonds gained share of searches among underwear brands in Australia, from 19.3% to 24.1%.
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?
3 search terms
Brandwave collects information about searches that people make online using Bonds’ 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.
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