Devold vs Icebreaker:Which is more popular?
In September 2026, Devold had more branded searches than Icebreaker among merino clothing brands worldwide. Devold had about 27,100 branded searches, while Icebreaker had 18,100. Devold made up 14.6% of all merino clothing brand searches we track, and Icebreaker accounted for 9.8%. When we asked ChatGPT and Google AI Overviews about merino clothing brands, Icebreaker appeared in four of the five answers and Devold in none.
Who do people search for more?
Devold, about 50% more searches than Icebreaker
Who does AI mention more?
Icebreaker, mentioned in 4 of 5 answers, Devold in 0
Who does AI recommend more?
Icebreaker, the only one of the two named
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Top merino clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Devold did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which merino clothing brand should I buy?”
Asked ChatGPT
“What are the best merino clothing brands?”
Asked ChatGPT
“What's the best merino clothing brand for cold weather layering?”
Searched Google, AI Overview
“merino wool clothing”
Searched Google, AI Overview
“merino base layer”
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.
Is Devold or Icebreaker more popular in search?
This chart shows how often people search Google for Devold and Icebreaker by name. Each line represents a brand's share of searches for all eight merino clothing brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Devold, Icebreaker. The figures are in the table below the chart.
View monthly share of searches table
| Month | Smartwool | Devold | Mons Royale | Icebreaker | Wool&Prince | Ridge Merino | Minus33 | Merino Country |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 56.4% | 13.8% | 11.3% | 9.3% | 3.7% | 2.8% | 2.3% | 0.43% |
| Nov 2025 | 60.8% | 15% | 8.2% | 8.2% | 2.7% | 3% | 1.9% | 0.26% |
| Dec 2025 | 67.5% | 11.1% | 7.4% | 7.4% | 2% | 2.2% | 2.1% | 0.23% |
| Jan 2026 | 57.3% | 14.1% | 9.4% | 11.5% | 2.6% | 2.8% | 1.9% | 0.3% |
| Feb 2026 | 56.8% | 13.9% | 11.4% | 9.3% | 3.8% | 2.8% | 1.5% | 0.44% |
| Mar 2026 | 48.8% | 12% | 17.9% | 9.8% | 4.8% | 4.4% | 1.6% | 0.88% |
| Apr 2026 | 46.7% | 11.4% | 17.1% | 11.4% | 5.7% | 5.1% | 1.6% | 1% |
| May 2026 | 46.1% | 11.3% | 16.9% | 11.3% | 5.7% | 6.2% | 1.5% | 1% |
| Jun 2026 | 47.8% | 9.6% | 17.5% | 11.7% | 5.8% | 5.2% | 1.4% | 1.1% |
| Jul 2026 | 46.8% | 11.4% | 17.1% | 11.4% | 5.7% | 5.1% | 1.4% | 1% |
| Aug 2026 | 47.8% | 11.7% | 17.5% | 9.6% | 5.9% | 5.2% | 1.6% | 0.71% |
| Sep 2026 | 48.9% | 14.6% | 14.6% | 9.8% | 4.9% | 4.4% | 2% | 0.72% |
How has the Devold and Icebreaker comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Icebreaker took it in June 2026, Devold took it in August 2026.
- Across the 12 months ending September 2026, Devold’s share of searches among merino clothing brands worldwide moved from 13.8% to 14.6%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
- Across the 12 months ending September 2026, Icebreaker’s share of searches among merino clothing brands worldwide moved from 9.3% to 9.8%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for merino clothing brands worldwide in September 2026?
2 changes
In September 2026, Devold overtook Mons Royale to rank 2nd among merino clothing brands worldwide, with 14.6% of the searches.
Estimated monthly branded searches for Icebreaker worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Devold’s and Icebreaker’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Devold
1 branded search term
- devold
Icebreaker
1 branded search term
- icebreaker merino
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