Brandwave

How popular isPair of Thieves?

In September 2026, people searched for Pair of Thieves by name about 22,200 times worldwide, a 32.9% decrease from the previous year. These searches made up 0.13% of all global boxer brief brand searches, placing Pair of Thieves eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about boxer brief brands, Pair of Thieves appeared in four of the five answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Pair of Thieves is the eighth most searched of 8 competitors and the third most recommended in AI answers.

  1. UniqloShare of searches 77.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  2. Calvin KleinShare of searches 19.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. JockeyShare of searches 1.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. HanesShare of searches 0.77%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. Pair of ThievesShare of searches 0.13%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

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Top boxer brief brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Pair of Thieves was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Pair of Thieves is the third most recommended of the eight.

Most recommended by AI

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

  1. Tommy John1st
  2. Calvin Klein2nd
  3. Pair of Thieves3rd
  4. Smartwool4th
  5. Mack Weldon5th
  6. Hanes6th
  7. Uniqlo7th
  8. Jockey–

Mentioned by AI

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

  • Tommy John5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mack Weldon4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pair of Thieves4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Calvin Klein3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Uniqlo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hanes2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smartwool2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jockey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about boxer brief 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 20, 2026.

Which boxer brief brands compete with Pair of Thieves?

Pair of Thieves against boxer brief brands worldwide, by month

Share of searches by month for Uniqlo, Calvin Klein, Pair of Thieves. The figures are in the table below the chart.

View monthly share of searches table
MonthUniqloCalvin KleinJockeyHanesSmartwoolTommy JohnMack WeldonPair of Thieves
Oct 202580.6%16.3%0.98%0.66%0.66%0.44%0.2%0.16%
Nov 202577.6%19%0.76%0.63%0.94%0.63%0.28%0.15%
Dec 202577%19%0.93%0.77%1.4%0.51%0.28%0.19%
Jan 202680.5%16.3%0.98%0.65%0.98%0.29%0.2%0.13%
Feb 202670.6%26%1%0.7%0.86%0.38%0.21%0.17%
Mar 202671%26.1%1%0.71%0.47%0.32%0.17%0.14%
Apr 202677.7%19.1%1.1%0.77%0.42%0.42%0.19%0.15%
May 202674.3%22.4%1.3%0.74%0.4%0.49%0.18%0.15%
Jun 202673.9%22.3%1.6%0.9%0.49%0.4%0.22%0.18%
Jul 202673.8%22.3%1.6%0.9%0.49%0.49%0.18%0.18%
Aug 202674.9%18.5%1.4%0.74%0.5%3.7%0.18%0.15%
Sep 202677.5%19.1%1.4%0.77%0.52%0.42%0.19%0.13%

  1. 1.Uniqlo

    77.5%

    Held 1st. 13.6M estimated branded searches, 0% vs prior month. Share +2.6 points.

  2. 2.Calvin Klein

    19.1%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.6 points.

  3. 3.Jockey

    1.4%

    Moved from 4th to 3rd. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Hanes

    0.77%

    Moved from 5th to 4th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Smartwool

    0.52%

    Moved from 6th to 5th. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Tommy John

    0.42%

    Moved from 3rd to 6th. 74K estimated branded searches, -89% vs prior month. Share -3.3 points.

  7. 7.Mack Weldon

    0.19%

    Held 7th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Pair of Thieves

    0.13%

    Held 8th. 22.2K estimated branded searches, -18.1% vs prior month. Share 0 points.

Compare popularity between Pair of Thieves and its closest rivals

Every comparison with Pair of Thieves

7 comparisons

How has branded search demand for Pair of Thieves changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pair of Thieves worldwide fell from 33.1K to 22.2K.
  • Across the 12 months ending September 2026, Pair of Thieves’ share of searches among boxer brief brands worldwide held steady, from 0.16% to 0.13%.

How did search popularity change for boxer brief brands worldwide in September 2026?

6 changes

  1. In September 2026, Uniqlo gained share of searches among boxer brief brands worldwide, from 74.9% to 77.5%.

  2. In September 2026, Calvin Klein gained share of searches among boxer brief brands worldwide, from 18.5% to 19.1%.

  3. In September 2026, Tommy John lost share of searches among boxer brief brands worldwide, from 3.7% to 0.42%.

  4. In September 2026, Hanes rose from 5th to 4th among boxer brief brands worldwide.

  5. In September 2026, Jockey rose from 4th to 3rd among boxer brief brands worldwide.

  6. In September 2026, Smartwool rose from 6th to 5th among boxer brief brands worldwide.

How are Pair of Thieves’ branded searches counted?

1 search term

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

  • pair of thieves

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How the Brand Demand Index is measured

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