--- title: "Merino clothing brands: Which brands are most popular in search?" description: "Compare the merino clothing brands people buy. Share of Search among Smartwool, Mons Royale, Devold, Icebreaker and Merino Country, the merino clothing brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/merino-clothing-brands" publisher: "Brandwave" --- # Merino clothing brands: Which brands are most popular in search? Compare the merino clothing brands people buy. Share of Search among Smartwool, Mons Royale, Devold, Icebreaker and Merino Country, the merino clothing brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Merino clothing brands - **Market**: Global - **Brands compared**: 5 - **Month measured**: Aug 2026 - **Highest Share of Search**: Smartwool, 58.3% ## 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 58.3% estimated Share of Search within this set. - Mons Royale is in 2nd place, 37 percentage points behind at 21.3% Share of Search. - Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among merino clothing brands worldwide decreased from 66.6% to 58.3%. - Across the 11 months ending August 2026, Mons Royale’s estimated Share of Search among merino clothing brands worldwide increased from 13.4% to 21.3%. - Across the 11 months ending August 2026, Devold’s estimated Share of Search among merino clothing brands worldwide decreased from 16.3% to 14.3%. - Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands worldwide increased from 3.3% to 5.2%. - Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among merino clothing brands worldwide peaked at 76.9% in December 2025 and was lowest at 57.4% in May 2026. - Across the 11 months ending August 2026, Mons Royale’s estimated Share of Search among merino clothing brands worldwide peaked at 21.6% 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 17.3% in November 2025 and was lowest at 11.8% in June 2026. - Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands worldwide peaked at 6.4% in June 2026 and was lowest at 1.7% in December 2025. - Across the 11 months ending August 2026, Merino Country’s estimated Share of Search among merino clothing brands worldwide peaked at 1.3% in June 2026 and was lowest at 0.27% 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. ## Compare search popularity between leading brands - [Smartwool vs Mons Royale: compare search popularity](/demand/global-en/compare/mons-royale-vs-smartwool): 58.3% against 21.3% Share of Search. - [Smartwool vs Devold: compare search popularity](/demand/global-en/compare/devold-vs-smartwool): 58.3% against 14.3% Share of Search. - [Smartwool vs Icebreaker: compare search popularity](/demand/global-en/compare/icebreaker-vs-smartwool): 58.3% against 5.2% Share of Search. - [Mons Royale vs Devold: compare search popularity](/demand/global-en/compare/devold-vs-mons-royale): 21.3% against 14.3% Share of Search. - [Mons Royale vs Icebreaker: compare search popularity](/demand/global-en/compare/icebreaker-vs-mons-royale): 21.3% against 5.2% Share of Search. - [Devold vs Icebreaker: compare search popularity](/demand/global-en/compare/devold-vs-icebreaker): 14.3% against 5.2% Share of Search. ## How did search popularity change for merino clothing brands worldwide in August 2026? - In August 2026, Smartwool gained estimated Share of Search among merino clothing brands worldwide, from 57.4% to 58.3%. - In August 2026, Icebreaker lost estimated Share of Search among merino clothing brands worldwide, from 6.3% to 5.2%. - Estimated monthly branded searches for Merino Country worldwide rose 31.4% over 11 measured months, from 1K to 1.3K in August 2026. - Estimated monthly branded searches for Mons Royale worldwide rose 22.1% over 11 measured months, from 27.1K to 33.1K in August 2026. - Estimated monthly branded searches for Devold worldwide fell 32.9% over 11 measured months, from 33.1K to 22.2K in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Smartwool | 58.3% | 90.5K | +22.3% | Smartwool | | 2 | Mons Royale | 21.3% | 33.1K | +22.1% | Mons Royale | | 3 | Devold | 14.3% | 22.2K | +22.7% | Devold | | 4 | Icebreaker | 5.2% | 8.1K | 0.0% | Icebreaker | | 5 | Merino Country | 0.86% | 1.3K | -17.8% | Merino Country | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Smartwool | 135K | 66.6% | 1 | | Oct 2025 | Devold | 33.1K | 16.3% | 2 | | Oct 2025 | Mons Royale | 27.1K | 13.4% | 3 | | Oct 2025 | Icebreaker | 6.6K | 3.3% | 4 | | Oct 2025 | Merino Country | 1K | 0.5% | 5 | | Nov 2025 | Smartwool | 246K | 70.5% | 1 | | Nov 2025 | Devold | 60.5K | 17.3% | 2 | | Nov 2025 | Mons Royale | 33.1K | 9.5% | 3 | | Nov 2025 | Icebreaker | 8.1K | 2.3% | 4 | | Nov 2025 | Merino Country | 1.1K | 0.3% | 5 | | Dec 2025 | Smartwool | 301K | 76.9% | 1 | | Dec 2025 | Devold | 49.5K | 12.7% | 2 | | Dec 2025 | Mons Royale | 33.1K | 8.5% | 3 | | Dec 2025 | Icebreaker | 6.6K | 1.7% | 4 | | Dec 2025 | Merino Country | 1K | 0.27% | 5 | | Jan 2026 | Smartwool | 201K | 69.3% | 1 | | Jan 2026 | Devold | 49.5K | 17.1% | 2 | | Jan 2026 | Mons Royale | 33.1K | 11.4% | 3 | | Jan 2026 | Icebreaker | 5.4K | 1.9% | 4 | | Jan 2026 | Merino Country | 1K | 0.36% | 5 | | Feb 2026 | Smartwool | 135K | 67% | 1 | | Feb 2026 | Devold | 33.1K | 16.4% | 2 | | Feb 2026 | Mons Royale | 27.1K | 13.4% | 3 | | Feb 2026 | Icebreaker | 5.4K | 2.7% | 4 | | Feb 2026 | Merino Country | 1K | 0.52% | 5 | | Mar 2026 | Smartwool | 90.5K | 58.8% | 1 | | Mar 2026 | Mons Royale | 33.1K | 21.5% | 2 | | Mar 2026 | Devold | 22.2K | 14.4% | 3 | | Mar 2026 | Icebreaker | 6.6K | 4.3% | 4 | | Mar 2026 | Merino Country | 1.6K | 1.1% | 5 | | Apr 2026 | Smartwool | 74K | 57.4% | 1 | | Apr 2026 | Mons Royale | 27.1K | 21% | 2 | | Apr 2026 | Devold | 18.1K | 14% | 3 | | Apr 2026 | Icebreaker | 8.1K | 6.3% | 4 | | Apr 2026 | Merino Country | 1.6K | 1.3% | 5 | | May 2026 | Smartwool | 74K | 57.4% | 1 | | May 2026 | Mons Royale | 27.1K | 21% | 2 | | May 2026 | Devold | 18.1K | 14% | 3 | | May 2026 | Icebreaker | 8.1K | 6.3% | 4 | | May 2026 | Merino Country | 1.6K | 1.3% | 5 | | Jun 2026 | Smartwool | 74K | 58.9% | 1 | | Jun 2026 | Mons Royale | 27.1K | 21.6% | 2 | | Jun 2026 | Devold | 14.8K | 11.8% | 3 | | Jun 2026 | Icebreaker | 8.1K | 6.4% | 4 | | Jun 2026 | Merino Country | 1.6K | 1.3% | 5 | | Jul 2026 | Smartwool | 74K | 57.4% | 1 | | Jul 2026 | Mons Royale | 27.1K | 21% | 2 | | Jul 2026 | Devold | 18.1K | 14% | 3 | | Jul 2026 | Icebreaker | 8.1K | 6.3% | 4 | | Jul 2026 | Merino Country | 1.6K | 1.3% | 5 | | Aug 2026 | Smartwool | 90.5K | 58.3% | 1 | | Aug 2026 | Mons Royale | 33.1K | 21.3% | 2 | | Aug 2026 | Devold | 22.2K | 14.3% | 3 | | Aug 2026 | Icebreaker | 8.1K | 5.2% | 4 | | Aug 2026 | Merino Country | 1.3K | 0.86% | 5 | | Sep 2026 | Devold | — | — | — | | Sep 2026 | Icebreaker | — | — | — | | Sep 2026 | Merino Country | — | — | — | | Sep 2026 | Mons Royale | — | — | — | | Sep 2026 | Smartwool | — | — | — | ## What is being compared - **Devold**: Measured on the search term “devold”. - **Icebreaker**: Measured on the search term “icebreaker nz”. - **Merino Country**: Measured on the search terms “merino country” and “merinocountry”, summed into one figure. - **Mons Royale**: Measured on the search term “mons royale”. - **Smartwool**: Measured on the search term “smartwool”. - [Devold](/demand/global-en/brands/devold) - [Icebreaker](/demand/global-en/brands/icebreaker) - [Merino Country](/demand/global-en/brands/merino-country) - [Mons Royale](/demand/global-en/brands/mons-royale) - [Smartwool](/demand/global-en/brands/smartwool) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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 58.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Merino clothing brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/merino-clothing-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/merino-clothing-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.