Brandwave

How popular isMinus33?

In September 2026, people searched for Minus33 by name about 3,780 times worldwide, a 31.3% decrease from the previous year. These searches made up 2% of all global merino clothing brand searches, placing Minus33 seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about merino clothing brands, Minus33 appeared in three of the five answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

Minus33 is the seventh most searched of 8 competitors and the fifth most recommended in AI answers.

  1. SmartwoolShare of searches 48.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. DevoldShare of searches 14.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Mons RoyaleShare of searches 14.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. IcebreakerShare of searches 9.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. Minus33Share of searches 2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

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Top merino clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Minus33 was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Minus33 is the fifth most recommended of the eight.

Most recommended by AI

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

  1. Icebreaker1st
  2. Smartwool2nd
  3. Wool&Prince3rd
  4. Ridge Merino4th
  5. Minus335th
  6. Devold–
  7. Mons Royale–
  8. Merino Country–

Mentioned by AI

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

  • Smartwool4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Icebreaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ridge Merino4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Minus333 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wool&Prince2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Devold0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mons Royale0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merino Country0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

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 the United States on October 21, 2026.

Which merino clothing brands compete with Minus33?

Minus33 against merino clothing brands worldwide, by month

Share of searches by month for Smartwool, Devold, Mons Royale, Icebreaker, Wool&Prince, Ridge Merino, Minus33. The figures are in the table below the chart.

View monthly share of searches table
MonthSmartwoolDevoldMons RoyaleIcebreakerWool&PrinceRidge MerinoMinus33Merino Country
Oct 202556.4%13.8%11.3%9.3%3.7%2.8%2.3%0.43%
Nov 202560.8%15%8.2%8.2%2.7%3%1.9%0.26%
Dec 202567.5%11.1%7.4%7.4%2%2.2%2.1%0.23%
Jan 202657.3%14.1%9.4%11.5%2.6%2.8%1.9%0.3%
Feb 202656.8%13.9%11.4%9.3%3.8%2.8%1.5%0.44%
Mar 202648.8%12%17.9%9.8%4.8%4.4%1.6%0.88%
Apr 202646.7%11.4%17.1%11.4%5.7%5.1%1.6%1%
May 202646.1%11.3%16.9%11.3%5.7%6.2%1.5%1%
Jun 202647.8%9.6%17.5%11.7%5.8%5.2%1.4%1.1%
Jul 202646.8%11.4%17.1%11.4%5.7%5.1%1.4%1%
Aug 202647.8%11.7%17.5%9.6%5.9%5.2%1.6%0.71%
Sep 202648.9%14.6%14.6%9.8%4.9%4.4%2%0.72%

  1. 1.Smartwool

    48.9%

    Held 1st. 90.5K estimated branded searches, 0% vs prior month. Share +1.1 points.

  2. 2.Devold

    14.6%

    Moved from 3rd to 2nd. 27.1K estimated branded searches, +22.1% vs prior month. Share +2.9 points.

  3. 3.Mons Royale

    14.6%

    Moved from 2nd to 3rd. 27.1K estimated branded searches, -18.1% vs prior month. Share -2.8 points.

  4. 4.Icebreaker

    9.8%

    Held 4th. 18.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Wool&Prince

    4.9%

    Held 5th. 9.1K estimated branded searches, -18.8% vs prior month. Share -1 points.

  6. 6.Ridge Merino

    4.4%

    Held 6th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.8 points.

  7. 7.Minus33

    2%

    Held 7th. 3.8K estimated branded searches, +21.2% vs prior month. Share +0.4 points.

  8. 8.Merino Country

    0.72%

    Held 8th. 1.3K estimated branded searches, -0.75% vs prior month. Share 0 points.

Compare popularity between Minus33 and its closest rivals

Every comparison with Minus33

7 comparisons

How has branded search demand for Minus33 changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Minus33 worldwide fell from 5.5K to 3.8K.
  • Across the 12 months ending September 2026, Minus33’s share of searches among merino clothing brands worldwide held steady, from 2.3% to 2%.

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

6 changes

  1. In September 2026, Devold overtook Mons Royale to rank 2nd among merino clothing brands worldwide, with 14.6% of the searches.

  2. In September 2026, Smartwool gained share of searches among merino clothing brands worldwide, from 47.8% to 48.9%.

  3. In September 2026, Mons Royale lost share of searches among merino clothing brands worldwide, from 17.5% to 14.6%.

  4. In September 2026, Wool&Prince lost share of searches among merino clothing brands worldwide, from 5.9% to 4.9%.

  5. In September 2026, Ridge Merino lost share of searches among merino clothing brands worldwide, from 5.2% to 4.4%.

  6. Estimated monthly branded searches for Merino Country worldwide rose 30.4% over 12 measured months, from 1K to 1.3K in September 2026.

How are Minus33’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Minus33’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • minus 33 merino
  • minus33

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How the Brand Demand Index is measured

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