Burton vs Smartwool:Which is more popular?
In September 2026, Smartwool had more branded searches than Burton among base layer brands worldwide. Smartwool had about 90,500 branded searches, while Burton had 12,100. Smartwool made up 2.3% of all base layer brand searches we track, and Burton accounted for 0.31%. When we asked ChatGPT and Google AI Overviews about base layer brands, Smartwool appeared in all five answers and Burton in none.
Who do people search for more?
Smartwool, about 7 searches for every 1 for Burton
Who does AI mention more?
Smartwool, mentioned in every answer we collected
Who does AI recommend more?
Smartwool, the only one of the two named
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Top base layer brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Smartwool appeared in all five answers. Burton 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.
- Smartwool5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Columbia1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Carhartt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Ariat0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Castelli0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
First Lite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Burton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about base layer brands
5 answers
Asked ChatGPT
“Which base layer brand should I buy?”
Asked ChatGPT
“What are the best base layer brands?”
Asked ChatGPT
“What's the best base layer brand for cold weather layering?”
Searched Google, AI Overview
“best base layers”
Searched Google, AI Overview
“thermal 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 20, 2026.
Is Burton or Smartwool more popular in search?
This chart shows how often people search Google for Burton and Smartwool by name. Each line represents a brand's share of searches for all eight base layer brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Smartwool, Burton. The figures are in the table below the chart.
View monthly share of searches table
| Month | Patagonia | Ariat | Columbia | Castelli | First Lite | Smartwool | Burton | Carhartt |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 73.6% | 12.1% | 6.6% | 2.4% | 2.4% | 2.4% | 0.4% | 0.02% |
| Nov 2025 | 67.8% | 13.6% | 10.2% | 1.8% | 2.7% | 3.3% | 0.55% | 0.03% |
| Dec 2025 | 64.2% | 15.7% | 10.9% | 1.7% | 1.7% | 4.7% | 0.95% | 0.05% |
| Jan 2026 | 71.9% | 11.8% | 8.2% | 2.4% | 1.1% | 3.5% | 1.1% | 0.03% |
| Feb 2026 | 73.6% | 12.1% | 6.6% | 3% | 1.1% | 3% | 0.73% | 0.01% |
| Mar 2026 | 74.1% | 14.9% | 4.9% | 3% | 0.9% | 2% | 0.27% | <0.01% |
| Apr 2026 | 70.3% | 17.3% | 5.1% | 4.2% | 1% | 1.9% | 0.14% | <0.01% |
| May 2026 | 70.4% | 17.3% | 4.7% | 4.2% | 1.3% | 1.9% | 0.11% | <0.01% |
| Jun 2026 | 71.4% | 17.5% | 4.4% | 3.5% | 1.1% | 1.9% | 0.11% | <0.01% |
| Jul 2026 | 73.6% | 14.8% | 4.6% | 3.6% | 1.3% | 2% | 0.14% | <0.01% |
| Aug 2026 | 68.6% | 16.8% | 5.2% | 4.1% | 2.8% | 2.3% | 0.2% | <0.01% |
| Sep 2026 | 69.2% | 17% | 6.2% | 2.8% | 2.3% | 2.3% | 0.31% | <0.01% |
How has the Burton and Smartwool comparison changed over the last 12 months?
3 findings
- Smartwool was ahead of Burton in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Burton’s share of searches among base layer brands worldwide moved from 0.4% to 0.31%, and its estimated monthly branded searches moved from 22.2K to 12.1K.
- Across the 12 months ending September 2026, Smartwool’s share of searches among base layer brands worldwide moved from 2.4% to 2.3%, and its estimated monthly branded searches moved from 135K to 90.5K.
How did search popularity change for base layer brands worldwide in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Burton’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.
Other head-to-heads among base layer brands
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