--- title: "Icebreaker vs Wool&Prince: Which is searched more in Australia?" description: "Is Icebreaker or Wool&Prince more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Merino clothing brands set in Australia. 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/compare/icebreaker-vs-wool-and-prince" publisher: "Brandwave" --- # Icebreaker vs Wool&Prince: Which is searched more in Australia? Is Icebreaker or Wool&Prince more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Merino clothing brands set in Australia. 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 - **Compared**: Icebreaker and Wool&Prince - **Competitive set**: Merino clothing brands - **Market**: Australia - **Month measured**: Sep 2026 - **Icebreaker Share of Search**: 16.9% - **Wool&Prince Share of Search**: 0.98% ## Is Icebreaker or Wool&Prince more popular in search? - In September 2026, Icebreaker had more branded searches than Wool&Prince among merino clothing brands in Australia. Icebreaker had about 1,900 branded searches, while Wool&Prince had 110. Icebreaker made up 16.9% of all merino clothing brand searches we track, and Wool&Prince accounted for 0.98%. - Icebreaker was ahead of Wool&Prince in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Icebreaker’s share of searches among merino clothing brands in Australia moved from 17.7% to 16.9%, and its estimated monthly branded searches moved from 1.3K to 1.9K. - Across the 12 months ending September 2026, Wool&Prince’s share of searches among merino clothing brands in Australia moved from 1.5% to 0.98%, and its estimated monthly branded searches held steady at 110. ## 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. Wool&Prince did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | Icebreaker | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Kathmandu | 2nd | 0 of 3 | 2 of 2 | 2 of 5 | | Smartwool | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Merino Country | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Macpac | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Mons Royale | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Unbound Merino | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Le Bent | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Norsewear | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Untouched World | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Noble Wilde | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Wool&Prince | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about merino clothing brands - Asked ChatGPT "Which merino clothing brand should I buy in Australia?": 1. Icebreaker, 2. Merino Country, 3. Mons Royale - Asked ChatGPT "What are the best merino base layers for hiking?": 1. Icebreaker, 2. Smartwool - Asked ChatGPT "What are the best merino thermals for winter?": 1. Icebreaker, 2. Smartwool, 3. Macpac - Searched Google, AI Overview "merino thermals": 1. Icebreaker, 2. Kathmandu, 3. Merino Country - Searched Google, AI Overview "merino base layer": 1. Kathmandu, 2. Macpac Not named in any answer: Unbound Merino, Le Bent, Norsewear, Untouched World, Noble Wilde and Wool&Prince. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia merino clothing brands in September 2026? - In September 2026, Icebreaker lost share of searches among merino clothing brands in Australia, from 20.4% to 16.9%. ## Month by month | Month | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | Wool&Prince estimated searches | Wool&Prince Share of Search | Wool&Prince rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.3K | 17.7% | 2 | 110 | 1.5% | 11 | | Nov 2025 | 1.9K | 16% | 2 | 170 | 1.4% | 10 | | Dec 2025 | 1.6K | 16.4% | 2 | 90 | 0.92% | 12 | | Jan 2026 | 1.6K | 17.1% | 2 | 110 | 1.2% | 11 | | Feb 2026 | 1.3K | 16.9% | 2 | 110 | 1.4% | 11 | | Mar 2026 | 1.6K | 16.9% | 2 | 140 | 1.5% | 11 | | Apr 2026 | 2.4K | 19.3% | 2 | 170 | 1.4% | 12 | | May 2026 | 2.9K | 20.4% | 2 | 110 | 0.77% | 12 | | Jun 2026 | 3.6K | 21.2% | 2 | 170 | 1% | 12 | | Jul 2026 | 3.6K | 23.2% | 1 | 140 | 0.9% | 12 | | Aug 2026 | 2.9K | 20.4% | 2 | 170 | 1.2% | 12 | | Sep 2026 | 1.9K | 16.9% | 2 | 110 | 0.98% | 12 | ## How each brand is measured Brandwave collects information about searches that people make online using Icebreaker’s and Wool&Prince’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**: Measured on the search term “icebreaker merino”. - **Wool&Prince**: Measured on the search term “wool and prince”. - [Icebreaker profile](/demand/au/brands/icebreaker) - [Wool&Prince profile](/demand/au/brands/wool-and-prince) - [All merino clothing brands in Australia](/demand/au/categories/au-merino-clothing-brands): The set both shares are measured inside, 12 brands. ## 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 ### Is Icebreaker or Wool&Prince more popular in search? In September 2026, Icebreaker had more branded searches than Wool&Prince among merino clothing brands in Australia. Icebreaker had about 1,900 branded searches, while Wool&Prince had 110. Icebreaker made up 16.9% of all merino clothing brand searches we track, and Wool&Prince accounted for 0.98%. ## Cite this page Brandwave. "Icebreaker vs Wool&Prince: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/icebreaker-vs-wool-and-prince This page is also available as HTML at https://gobrandwave.com/demand/au/compare/icebreaker-vs-wool-and-prince. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.