Smartwool vs Wool&Prince:Which is more popular?
In September 2026, Smartwool had more branded searches than Wool&Prince among merino clothing brands worldwide. Smartwool had about 90,500 branded searches, while Wool&Prince had 9,100. Smartwool made up 48.9% of all merino clothing brand searches we track, and Wool&Prince accounted for 4.9%. When we asked ChatGPT and Google AI Overviews about merino clothing brands, Smartwool appeared in four of the five answers and Wool&Prince in two. Smartwool was mentioned before Wool&Prince in three out of four answers.
Who do people search for more?
Smartwool, about 10 searches for every 1 for Wool&Prince
Who does AI mention more?
Smartwool, mentioned in 4 of 5 answers, Wool&Prince in 2
Who does AI recommend more?
Smartwool, named ahead of Wool&Prince in 3 of 4 answers
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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. 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. Smartwool was listed before Wool&Prince in three out of four 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 Smartwool or Wool&Prince more popular in search?
This chart shows how often people search Google for Smartwool and Wool&Prince 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, Wool&Prince. 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 Smartwool and Wool&Prince comparison changed over the last 12 months?
3 findings
- Smartwool was ahead of Wool&Prince in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Wool&Prince’s share of searches among merino clothing brands worldwide moved from 3.7% to 4.9%, and its estimated monthly branded searches moved from 9K to 9.1K.
How did search popularity change for merino clothing brands worldwide in September 2026?
2 changes
In September 2026, Smartwool gained share of searches among merino clothing brands worldwide, from 47.8% to 48.9%.
In September 2026, Wool&Prince lost share of searches among merino clothing brands worldwide, from 5.9% to 4.9%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Smartwool’s and Wool&Prince’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.
Smartwool
1 branded search term
- smartwool
Wool&Prince
2 branded search terms
- wool and prince
- wool&prince
Other head-to-heads among merino clothing brands
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