Brandwave

Merino clothing brands:Which brands are most popular in search?

In August 2026, Smartwool was the most searched among merino clothing brands worldwide, with an estimated 90.5K branded searches and 58.8% estimated Share of Search within this set. 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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Share of SearchLeaderboard

Compare the merino clothing brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among 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—————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among merino clothing brands worldwide?

In August 2026, Smartwool was the most searched among merino clothing brands worldwide, with an estimated 90.5K branded searches and 58.8% estimated Share of Search within this set. Mons Royale is in 2nd place, 37.3 percentage points behind at 21.5% Share of Search.

Global merino clothing brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Smartwool66.9% → 58.8%77.1%Dec 202558.1%May 20261st
Mons Royale13.4% → 21.5%21.8%Jun 20268.5%Dec 20253rd → 2nd
Devold16.4% → 14.4%17.4%Nov 202511.9%Jun 20262nd → 3rd
Icebreaker3.3% → 5.3%6.5%Jun 20261.7%Dec 20254th
Merino Country<0.01% → 0.03%0.04%May 2026<0.01%Oct 20255th

Each finding as a sentence

  • 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, Mons Royale’s estimated Share of Search among merino clothing brands worldwide increased from 13.4% to 21.5%.
  • Across the 11 months ending August 2026, Devold’s estimated Share of Search among merino clothing brands worldwide decreased from 16.4% to 14.4%.
  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands worldwide increased from 3.3% to 5.3%.
  • 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.
  • Across the 11 months ending August 2026, Mons Royale’s estimated Share of Search among merino clothing brands worldwide peaked at 21.8% in June 2026 and was lowest at 8.5% in December 2025.
  • Across the 11 months ending August 2026, Devold’s estimated Share of Search among merino clothing brands worldwide peaked at 17.4% in November 2025 and was lowest at 11.9% in June 2026.
  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands worldwide peaked at 6.5% in June 2026 and was lowest at 1.7% in December 2025.
  • Across the 11 months ending August 2026, Mons Royale rose from 3rd to 2nd among merino clothing brands worldwide.
  • Across the 11 months ending August 2026, Devold fell from 2nd to 3rd among merino clothing brands worldwide.
  • Across the 11 months ending August 2026, Merino Country held steady: its estimated Share of Search among merino clothing brands worldwide moved less than 0.5 percentage points.

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.

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