Brandwave

How popular isSmartwool?

In September 2026, people searched for Smartwool by name about 90,500 times worldwide, a 33% decrease from the previous year. These searches made up 2.3% of all global base layer brand searches, placing Smartwool sixth out of eight brands. When we asked both ChatGPT and Google AI Overviews about base layer brands, Smartwool appeared in all answers and was the most recommended of the eight.

Search and AI answers in September 2026

Smartwool is the sixth most searched of 8 competitors and the most recommended in AI answers.

  1. PatagoniaShare of searches 69.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. AriatShare of searches 17%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. ColumbiaShare of searches 6.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. CastelliShare of searches 2.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. SmartwoolShare of searches 2.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top base layer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Smartwool appeared in all five answers. Smartwool is the most recommended of the eight.

Most recommended by AI

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

  1. Smartwool1st
  2. Patagonia2nd
  3. Carhartt3rd
  4. Columbia4th
  5. Ariat–
  6. Castelli–
  7. First Lite–
  8. Burton–

Mentioned by AI

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

  • Smartwool5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Columbia1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Carhartt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ariat0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castelli0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • First Lite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Burton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about base layer 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 base layer brands compete with Smartwool?

Smartwool against base layer brands worldwide, by month

Share of searches by month for Patagonia, Ariat, Columbia, Castelli, First Lite, Smartwool. The figures are in the table below the chart.

View monthly share of searches table
MonthPatagoniaAriatColumbiaCastelliFirst LiteSmartwoolBurtonCarhartt
Oct 202573.6%12.1%6.6%2.4%2.4%2.4%0.4%0.02%
Nov 202567.8%13.6%10.2%1.8%2.7%3.3%0.55%0.03%
Dec 202564.2%15.7%10.9%1.7%1.7%4.7%0.95%0.05%
Jan 202671.9%11.8%8.2%2.4%1.1%3.5%1.1%0.03%
Feb 202673.6%12.1%6.6%3%1.1%3%0.73%0.01%
Mar 202674.1%14.9%4.9%3%0.9%2%0.27%<0.01%
Apr 202670.3%17.3%5.1%4.2%1%1.9%0.14%<0.01%
May 202670.4%17.3%4.7%4.2%1.3%1.9%0.11%<0.01%
Jun 202671.4%17.5%4.4%3.5%1.1%1.9%0.11%<0.01%
Jul 202673.6%14.8%4.6%3.6%1.3%2%0.14%<0.01%
Aug 202668.6%16.8%5.2%4.1%2.8%2.3%0.2%<0.01%
Sep 202669.2%17%6.2%2.8%2.3%2.3%0.31%<0.01%

  1. 1.Patagonia

    69.2%

    Held 1st. 2.7M estimated branded searches, 0% vs prior month. Share +0.6 points.

  2. 2.Ariat

    17%

    Held 2nd. 673K estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.Columbia

    6.2%

    Held 3rd. 245K estimated branded searches, +17.2% vs prior month. Share +1 points.

  4. 4.Castelli

    2.8%

    Held 4th. 110K estimated branded searches, -33.3% vs prior month. Share -1.4 points.

  5. 5.First Lite

    2.3%

    Held 5th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.5 points.

  6. 6.Smartwool

    2.3%

    Held 6th. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Burton

    0.31%

    Held 7th. 12.1K estimated branded searches, +49.4% vs prior month. Share +0.1 points.

  8. 8.Carhartt

    <0.01%

    Held 8th. 320 estimated branded searches, +88.2% vs prior month. Share 0 points.

Compare popularity between Smartwool and its closest rivals

Every comparison with Smartwool

33 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Smartwool worldwide fell from 135K to 90.5K.
  • Across the 12 months ending September 2026, Smartwool’s share of searches among base layer brands worldwide peaked at 4.7% in December 2025 and was lowest at 1.9% in April 2026.

How did search popularity change for base layer brands worldwide in September 2026?

6 changes

  1. In September 2026, Columbia gained share of searches among base layer brands worldwide, from 5.2% to 6.2%.

  2. In September 2026, Patagonia gained share of searches among base layer brands worldwide, from 68.6% to 69.2%.

  3. In September 2026, Castelli lost share of searches among base layer brands worldwide, from 4.1% to 2.8%.

  4. Estimated monthly branded searches for Carhartt worldwide fell 63.6% over 12 measured months, from 880 to 320 in September 2026.

  5. Estimated monthly branded searches for Burton worldwide fell 45.5% over 12 measured months, from 22.2K to 12.1K in September 2026.

  6. Estimated monthly branded searches for First Lite worldwide fell 33% over 12 measured months, from 135K to 90.5K in September 2026.

How are Smartwool’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Smartwool’s 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.

  • smartwool

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How the Brand Demand Index is measured

Where does Smartwool compete?

Smartwool is ranked in eight competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Boxer brief brands5th of 80.52%Show ranking
Base layer brands6th of 82.3%Shown above
Sock brands3rd of 68.9%Show ranking
Merino wool sock brands3rd of 79.3%Show ranking
Running socks1st of 830.3%Show ranking
Walking socks brands1st of 647.2%Show ranking
Merino clothing brands1st of 848.9%Show ranking
Hiking socks1st of 650.4%Show ranking
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