Brandwave

How popular isSmartwool in search?

In August 2026, there were an estimated 90.5K branded searches for Smartwool worldwide which is down 33% over the last 11 months. Smartwool holds 58.8% estimated Share of Search among merino clothing brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Smartwool58.8%
  2. Mons Royale21.5%
  3. Devold14.4%
  4. Icebreaker5.3%
  5. Merino Country0.03%
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Which merino clothing brands compete with Smartwool?

Smartwool against merino clothing brands worldwide, by month

Share of Search by month for Smartwool, Mons Royale, Devold, Icebreaker. The figures are in the table below the chart.

View monthly share of search table
MonthSmartwoolMons RoyaleDevoldIcebreakerMerino Country
Oct 202566.9%13.4%16.4%3.3%<0.01%
Nov 202570.7%9.5%17.4%2.3%0.01%
Dec 202577.1%8.5%12.7%1.7%0.01%
Jan 202669.5%11.5%17.1%1.9%0.01%
Feb 202667.3%13.5%16.5%2.7%0.02%
Mar 202659.4%21.7%14.6%4.3%0.03%
Apr 202658.1%21.3%14.2%6.4%0.03%
May 202658.1%21.3%14.2%6.4%0.04%
Jun 202659.7%21.8%11.9%6.5%0.02%
Jul 202658.1%21.3%14.2%6.4%0.02%
Aug 202658.8%21.5%14.4%5.3%0.03%
Sep 2026—————

  1. 1.Smartwool

    58.8%

    Held 1st. 90.5K estimated branded searches, +22.3% vs prior month. Share +0.7 points.

  2. 2.Mons Royale

    21.5%

    Held 2nd. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.2 points.

  3. 3.Devold

    14.4%

    Held 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.2 points.

  4. 4.Icebreaker

    5.3%

    Held 4th. 8.1K estimated branded searches, 0% vs prior month. Share -1.1 points.

  5. 5.Merino Country

    0.03%

    Held 5th. 40 estimated branded searches, +33.3% vs prior month. Share 0 points.

Compare search popularity between Smartwool and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Smartwool worldwide fell from 135K to 90.5K.
  • Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among merino clothing brands worldwide decreased from 66.9% to 58.8%.
  • Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among merino clothing brands worldwide peaked at 77.1% in December 2025 and was lowest at 58.1% in May 2026.

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

  1. In August 2026, Smartwool gained estimated Share of Search among merino clothing brands worldwide, from 58.1% to 58.8%.

  2. In August 2026, Icebreaker lost estimated Share of Search among merino clothing brands worldwide, from 6.4% to 5.3%.

  3. Estimated monthly branded searches for Merino Country worldwide rose 100% over 11 measured months, from 20 to 40 in August 2026.

  4. Estimated monthly branded searches for Mons Royale worldwide rose 22.1% over 11 measured months, from 27.1K to 33.1K in August 2026.

  5. Estimated monthly branded searches for Devold worldwide fell 32.9% over 11 measured months, from 33.1K to 22.2K in August 2026.

Where does Smartwool compete?

Smartwool is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Sock brands2nd of 510.4%Show ranking
Running socks1st of 645.8%Show ranking
Hiking socks1st of 654.3%Show ranking
Merino clothing brands1st of 558.8%Shown above

How is Smartwool measured?

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.

1 branded search term

  • smartwool

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How the Brand Demand Index is measured

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