Smartwool vs Unbound Merino:Which is more popular?
In September 2026, Unbound Merino had more branded searches than Smartwool among merino clothing brands in Australia. Unbound Merino had about 1,300 branded searches, while Smartwool had 880. Unbound Merino made up 11.6% 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, Smartwool appeared in two of the five answers and Unbound Merino in none.
Who do people search for more?
Unbound Merino, about 48% more searches than Smartwool
Who does AI mention more?
Smartwool, mentioned in 2 of 5 answers, Unbound Merino in 0
Who does AI recommend more?
Smartwool, the only one of the two named
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Top merino clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and 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. Unbound Merino 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.
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
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 Smartwool or Unbound Merino more popular in search?
This chart shows how often people search Google for Smartwool and Unbound Merino 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 Unbound Merino, Smartwool. 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 Smartwool and Unbound Merino comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Unbound Merino took it in January 2026, Smartwool took it in April 2026, Unbound Merino took it in August 2026.
- Across the 12 months ending September 2026, Smartwool’s share of searches among merino clothing brands in Australia moved from 13.6% to 7.8%, and its estimated monthly branded searches moved from 1K to 880.
- Across the 12 months ending September 2026, Unbound Merino’s share of searches among merino clothing brands in Australia moved from 12% to 11.6%, and its estimated monthly branded searches moved from 880 to 1.3K.
How did search popularity change for Australia merino clothing brands in September 2026?
4 changes
In September 2026, Le Bent overtook Smartwool to rank 4th among merino clothing brands in Australia, with 7.8% of the searches.
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, Smartwool lost share of searches among merino clothing brands in Australia, from 9.1% to 7.8%.
Unbound Merino’s share of searches among merino clothing brands in Australia has gained ground for 3 months in a row, from 9.4% to 11.6% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Smartwool’s and Unbound Merino’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.
Smartwool
1 branded search term
- smartwool
Unbound Merino
1 branded search term
- unbound merino
Other head-to-heads among merino clothing brands
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