Brandwave

Mons Royale vs Noble Wilde:Which is more popular?

In September 2026, Mons Royale had more branded searches than Noble Wilde among merino clothing brands in Australia. Mons Royale had about 2,900 branded searches, while Noble Wilde had 170. Mons Royale made up 25.8% of all merino clothing brand searches we track, and Noble Wilde accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about merino clothing brands, Mons Royale appeared in one of the five answers and Noble Wilde in none.

Among merino clothing brands in Australia in September 2026

Who do people search for more?

Mons Royale, about 17 searches for every 1 for Noble Wilde

Mons Royale 2.9K searchesNoble Wilde 170 searches

Who does AI mention more?

Mons Royale, mentioned in 1 of 5 answers, Noble Wilde in 0

Mons Royale in 1 of 5Noble Wilde in 0 of 5

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Top merino clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mons Royale was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Noble Wilde did not appear in any of the five answers.

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. +1 more
  11. Noble Wilde–
  12. +1 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
  • Noble Wilde0 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 Mons Royale or Noble Wilde more popular in search?

This chart shows how often people search Google for Mons Royale and Noble Wilde 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.

Mons Royale and Noble Wilde among merino clothing brands in Australia, by month

Share of searches by month for Mons Royale, Noble Wilde. 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 Mons Royale and Noble Wilde comparison changed over the last 12 months?

3 findings

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

3 changes

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

  2. In September 2026, Mons Royale gained share of searches among merino clothing brands in Australia, from 25.3% to 25.8%.

  3. In September 2026, Noble Wilde lost share of searches among merino clothing brands in Australia, from 2.2% to 1.5%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Mons Royale’s and Noble Wilde’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.

Mons Royale

1 branded search term

  • mons royale

Noble Wilde

1 branded search term

  • noble wilde

How the Brand Demand Index is measured

Other head-to-heads among merino clothing brands

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