Brandwave

Bonds vs SKIMS:Which is more popular?

In September 2026, SKIMS had more branded searches than Bonds among underwear brands worldwide. SKIMS had about 60,500 branded searches, while Bonds had 18,100. SKIMS made up 0.29% of all underwear brand searches we track, and Bonds accounted for 0.09%. When we asked ChatGPT and Google AI Overviews about underwear brands, SKIMS appeared in three of the five answers and Bonds in none.

Among underwear brands worldwide in September 2026

Who do people search for more?

SKIMS, about 3 searches for every 1 for Bonds

SKIMS 60.5K searchesBonds 18.1K searches

Who does AI mention more?

SKIMS, mentioned in 3 of 5 answers, Bonds in 0

SKIMS in 3 of 5Bonds in 0 of 5

Who does AI recommend more?

SKIMS, the only one of the two named

SKIMS first in 3Bonds never named

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Top underwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, SKIMS was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Bonds 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.

  1. Calvin Klein1st
  2. Uniqlo2nd
  3. SKIMS3rd
  4. MeUndies4th
  5. Tommy John5th
  6. Quince6th
  7. Hanes7th
  8. Intimissimi8th
  9. Mack Weldon9th
  10. +2 more
  11. Bonds–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Calvin Klein5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Uniqlo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MeUndies3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SKIMS3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Intimissimi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hanes2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy John2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mack Weldon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bonds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about underwear brands

5 answers

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 Bonds or SKIMS more popular in search?

This chart shows how often people search Google for Bonds and SKIMS by name. Each line represents a brand's share of searches for all 12 underwear brands we track, month by month, from English-language searches worldwide.

Bonds and SKIMS among underwear brands worldwide, by month

Share of searches by month for SKIMS, Bonds. The figures are in the table below the chart.

View monthly share of searches table
MonthUniqloCalvin KleinIntimissimiQuinceJockeyHanesMeUndiesStep OneTommy JohnSKIMSMack WeldonBonds
Oct 202568.2%13.8%13.8%1.1%0.83%0.55%0.55%0.36%0.37%0.3%0.17%0.09%
Nov 202566%16.2%13.2%1.1%0.65%0.53%0.65%0.62%0.53%0.24%0.24%0.07%
Dec 202561.4%15.1%18.5%1.5%0.74%0.61%0.74%0.4%0.41%0.22%0.22%0.08%
Jan 202666%13.3%16.3%1.3%0.8%0.54%0.8%0.33%0.24%0.24%0.16%0.07%
Feb 202658.9%21.7%14.5%1.4%0.88%0.58%0.72%0.44%0.32%0.32%0.18%0.08%
Mar 202660.7%22.3%12.2%1.4%0.9%0.6%0.6%0.4%0.27%0.27%0.15%0.07%
Apr 202667.2%16.5%11.1%1.6%0.99%0.67%0.67%0.44%0.37%0.3%0.16%0.07%
May 202662.9%18.9%12.7%1.8%1.1%0.62%0.62%0.41%0.42%0.34%0.15%0.07%
Jun 202660.7%18.3%15%1.7%1.3%0.74%0.74%0.49%0.33%0.4%0.18%0.08%
Jul 202660.6%18.3%15%1.7%1.3%0.74%0.74%0.48%0.4%0.49%0.15%0.08%
Aug 202663.2%15.6%12.7%1.8%1.1%0.63%0.63%0.5%3.1%0.42%0.15%0.08%
Sep 202665.1%16%13.1%1.9%1.2%0.65%0.65%0.44%0.35%0.29%0.16%0.09%

How has the Bonds and SKIMS comparison changed over the last 12 months?

3 findings
  • SKIMS was ahead of Bonds in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bonds’ share of searches among underwear brands worldwide held steady at 0.09%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
  • Across the 12 months ending September 2026, SKIMS’s share of searches among underwear brands worldwide moved from 0.3% to 0.29%, and its estimated monthly branded searches moved from 74K to 60.5K.

How did search popularity change for underwear brands worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Bonds worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.

  2. Estimated monthly branded searches for SKIMS worldwide fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bonds’ and SKIMS’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.

Bonds

1 branded search term

  • bonds underwear

SKIMS

1 branded search term

  • skims bra

How the Brand Demand Index is measured

Other head-to-heads among underwear brands

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