Brandwave

How popular isWool&Prince?

In September 2026, people searched for Wool&Prince by name about 9,100 times worldwide, about the same as the previous year. These searches made up 4.9% of all global merino clothing brand searches, placing Wool&Prince fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about merino clothing brands, Wool&Prince appeared in two of the five answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Wool&Prince is the fifth most searched of 8 competitors and the third 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. Wool&PrinceShare of searches 4.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top merino clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wool&Prince was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Wool&Prince 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. 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 Wool&Prince?

Wool&Prince 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 Wool&Prince and its closest rivals

Every comparison with Wool&Prince

7 comparisons

How has branded search demand for Wool&Prince changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Wool&Prince worldwide held steady, from 9K to 9.1K.
  • Across the 12 months ending September 2026, Wool&Prince’s share of searches among merino clothing brands worldwide increased from 3.7% to 4.9%.
  • Across the 12 months ending September 2026, Wool&Prince’s share of searches among merino clothing brands worldwide peaked at 5.9% in August 2026 and was lowest at 2% in December 2025.

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 Wool&Prince’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Wool&Prince’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.

  • wool and prince
  • wool&prince

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