Mons Royale vs Smartwool:Which is more popular?
In September 2026, Smartwool had more branded searches than Mons Royale among merino clothing brands worldwide. Smartwool had about 90,500 branded searches, while Mons Royale had 27,100. Smartwool made up 48.9% of all merino clothing brand searches we track, and Mons Royale accounted for 14.6%. When we asked ChatGPT and Google AI Overviews about merino clothing brands, Smartwool appeared in four of the five answers and Mons Royale in none.
Who do people search for more?
Smartwool, about 3 searches for every 1 for Mons Royale
Who does AI mention more?
Smartwool, mentioned in 4 of 5 answers, Mons Royale in 0
Who does AI recommend more?
Smartwool, 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, Smartwool was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Mons Royale 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 Mons Royale or Smartwool more popular in search?
This chart shows how often people search Google for Mons Royale and Smartwool 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 Smartwool, Mons Royale. 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 Mons Royale and Smartwool comparison changed over the last 12 months?
3 findings
- Smartwool was ahead of Mons Royale in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Mons Royale’s share of searches among merino clothing brands worldwide moved from 11.3% to 14.6%, and its estimated monthly branded searches held steady at 27.1K.
- Across the 12 months ending September 2026, Smartwool’s share of searches among merino clothing brands worldwide moved from 56.4% to 48.9%, and its estimated monthly branded searches moved from 135K to 90.5K.
How did search popularity change for merino clothing brands worldwide in September 2026?
3 changes
In September 2026, Devold overtook Mons Royale to rank 2nd among merino clothing brands worldwide, with 14.6% of the searches.
In September 2026, Smartwool gained share of searches among merino clothing brands worldwide, from 47.8% to 48.9%.
In September 2026, Mons Royale lost share of searches among merino clothing brands worldwide, from 17.5% to 14.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Mons Royale’s and Smartwool’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.
Mons Royale
1 branded search term
- mons royale
Smartwool
1 branded search term
- smartwool
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