Brandwave

Icebreaker vs Smartwool:Which is more popular?

In September 2026, Icebreaker had more branded searches than Smartwool among merino clothing brands in Australia. Icebreaker had about 1,900 branded searches, while Smartwool had 880. Icebreaker made up 16.9% of all merino clothing brand searches we track, and Smartwool accounted for 7.8%. When we asked ChatGPT and Google AI Overviews about merino clothing brands, Icebreaker appeared in four of the five answers and Smartwool in two. Icebreaker was mentioned before Smartwool in every answer that named either.

Among merino clothing brands in Australia in September 2026

Who do people search for more?

Icebreaker, about 2 searches for every 1 for Smartwool

Icebreaker 1.9K searchesSmartwool 880 searches

Who does AI mention more?

Icebreaker, mentioned in 4 of 5 answers, Smartwool in 2

Icebreaker in 4 of 5Smartwool in 2 of 5

Who does AI recommend more?

Icebreaker, named ahead of Smartwool in 4 of 4 answers

Icebreaker first in 4Smartwool never first

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Top merino clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Smartwool was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Icebreaker was listed before Smartwool in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Icebreaker1st
  2. Kathmandu2nd
  3. Smartwool3rd
  4. Merino Country4th
  5. Macpac5th
  6. Mons Royale6th
  7. Unbound Merino–
  8. Le Bent–
  9. Norsewear–
  10. Untouched World–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Icebreaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smartwool2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merino Country2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kathmandu2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mons Royale1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Unbound Merino0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Le Bent0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Norsewear0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Untouched World0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about merino clothing brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Is Icebreaker or Smartwool more popular in search?

This chart shows how often people search Google for Icebreaker and Smartwool by name. Each line represents a brand's share of searches for all 12 merino clothing brands we track, month by month, from searches in Australia.

Icebreaker and Smartwool among merino clothing brands in Australia, by month

Share of searches by month for Icebreaker, Smartwool. The figures are in the table below the chart.

View monthly share of searches table
MonthMons RoyaleIcebreakerUnbound MerinoLe BentNorsewearSmartwoolMerino CountryUntouched WorldKathmanduMacpacNoble WildeWool&Prince
Oct 202521.8%17.7%12%6.5%1.2%13.6%9.8%5.3%4.4%4.4%1.9%1.5%
Nov 202524.4%16%13.5%10.9%0.93%13.5%6.1%4%4%4%1.2%1.4%
Dec 202524.6%16.4%13.3%10.3%0.92%13.3%7.4%4%3.3%4%1.4%0.92%
Jan 202620.3%17.1%17.1%7.7%0.75%13.9%7.7%5.1%4.2%3.4%1.8%1.2%
Feb 202624.7%16.9%13%7.7%0.91%11.4%7.7%6.2%4.2%4.2%1.8%1.4%
Mar 202630.6%16.9%10.6%4.1%0.95%10.6%7.6%6.2%4.1%4.1%2.7%1.5%
Apr 202629%19.3%8.1%3.9%1.4%10.5%8.1%5.8%4.8%4.8%3.1%1.4%
May 202625.3%20.4%9.1%5.1%1.5%9.1%9.1%6.2%5.1%5.1%3.4%0.77%
Jun 202625.9%21.2%9.4%5.2%1.2%9.4%7.6%5.2%5.9%5.2%2.8%1%
Jul 202623.2%23.2%10.3%5.7%1.4%10.3%6.5%5.7%5.7%4.6%2.5%0.9%
Aug 202625.3%20.4%11.2%7%1.2%9.1%7%6.2%5.1%4.1%2.2%1.2%
Sep 202625.8%16.9%11.6%7.8%7.8%7.8%6.4%6.4%3.5%3.5%1.5%0.98%

How has the Icebreaker and Smartwool comparison changed over the last 12 months?

3 findings

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

4 changes

  1. In September 2026, Le Bent overtook Smartwool to rank 4th among merino clothing brands in Australia, with 7.8% of the searches.

  2. In September 2026, Norsewear overtook Smartwool and 5 others to rank 5th among merino clothing brands in Australia, with 7.8% of the searches.

  3. In September 2026, Icebreaker lost share of searches among merino clothing brands in Australia, from 20.4% to 16.9%.

  4. In September 2026, Smartwool lost share of searches among merino clothing brands in Australia, from 9.1% to 7.8%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Icebreaker’s and Smartwool’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.

Icebreaker

1 branded search term

  • icebreaker merino

Smartwool

1 branded search term

  • smartwool

How the Brand Demand Index is measured

Other head-to-heads among merino clothing brands

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