Noble Wilde vs Wool&Prince:Which is more popular?
In September 2026, Noble Wilde had more branded searches than Wool&Prince among merino clothing brands in Australia. Noble Wilde had about 170 branded searches, while Wool&Prince had 110. Noble Wilde made up 1.5% of all merino clothing brand searches we track, and Wool&Prince accounted for 0.98%. When we asked ChatGPT and Google AI Overviews about merino clothing brands, neither Noble Wilde nor Wool&Prince appeared in any of the five answers.
Who do people search for more?
Noble Wilde, about 55% more searches than Wool&Prince
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top merino clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Noble Wilde nor Wool&Prince showed up in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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- Noble Wilde0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wool&Prince0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about merino clothing brands
5 answers
Asked ChatGPT
“Which merino clothing brand should I buy in Australia?”
Asked ChatGPT
“What are the best merino base layers for hiking?”
Asked ChatGPT
“What are the best merino thermals for winter?”
Searched Google, AI Overview
“merino thermals”
Searched Google, AI Overview
“merino base layer”
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 Noble Wilde or Wool&Prince more popular in search?
This chart shows how often people search Google for Noble Wilde and Wool&Prince 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.
Share of searches by month for Noble Wilde, Wool&Prince. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mons Royale | Icebreaker | Unbound Merino | Le Bent | Norsewear | Smartwool | Merino Country | Untouched World | Kathmandu | Macpac | Noble Wilde | Wool&Prince |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.8% | 17.7% | 12% | 6.5% | 1.2% | 13.6% | 9.8% | 5.3% | 4.4% | 4.4% | 1.9% | 1.5% |
| Nov 2025 | 24.4% | 16% | 13.5% | 10.9% | 0.93% | 13.5% | 6.1% | 4% | 4% | 4% | 1.2% | 1.4% |
| Dec 2025 | 24.6% | 16.4% | 13.3% | 10.3% | 0.92% | 13.3% | 7.4% | 4% | 3.3% | 4% | 1.4% | 0.92% |
| Jan 2026 | 20.3% | 17.1% | 17.1% | 7.7% | 0.75% | 13.9% | 7.7% | 5.1% | 4.2% | 3.4% | 1.8% | 1.2% |
| Feb 2026 | 24.7% | 16.9% | 13% | 7.7% | 0.91% | 11.4% | 7.7% | 6.2% | 4.2% | 4.2% | 1.8% | 1.4% |
| Mar 2026 | 30.6% | 16.9% | 10.6% | 4.1% | 0.95% | 10.6% | 7.6% | 6.2% | 4.1% | 4.1% | 2.7% | 1.5% |
| Apr 2026 | 29% | 19.3% | 8.1% | 3.9% | 1.4% | 10.5% | 8.1% | 5.8% | 4.8% | 4.8% | 3.1% | 1.4% |
| May 2026 | 25.3% | 20.4% | 9.1% | 5.1% | 1.5% | 9.1% | 9.1% | 6.2% | 5.1% | 5.1% | 3.4% | 0.77% |
| Jun 2026 | 25.9% | 21.2% | 9.4% | 5.2% | 1.2% | 9.4% | 7.6% | 5.2% | 5.9% | 5.2% | 2.8% | 1% |
| Jul 2026 | 23.2% | 23.2% | 10.3% | 5.7% | 1.4% | 10.3% | 6.5% | 5.7% | 5.7% | 4.6% | 2.5% | 0.9% |
| Aug 2026 | 25.3% | 20.4% | 11.2% | 7% | 1.2% | 9.1% | 7% | 6.2% | 5.1% | 4.1% | 2.2% | 1.2% |
| Sep 2026 | 25.8% | 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 Noble Wilde and Wool&Prince comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Wool&Prince took it in November 2025, Noble Wilde took it in December 2025.
- Across the 12 months ending September 2026, Noble Wilde’s share of searches among merino clothing brands in Australia moved from 1.9% to 1.5%, and its estimated monthly branded searches moved from 140 to 170.
- 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.
How did search popularity change for Australia merino clothing brands in September 2026?
2 changes
In September 2026, Norsewear overtook Smartwool and 5 others to rank 5th among merino clothing brands in Australia, with 7.8% of the searches.
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 Noble Wilde’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.
Noble Wilde
1 branded search term
- noble wilde
Wool&Prince
1 branded search term
- wool and prince
Other head-to-heads among merino clothing brands
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