Devold vs Icebreaker:Which is more popular by branded search?
In August 2026, Devold had more branded searches than Icebreaker among merino clothing brands worldwide. Devold was estimated to have 22.2K branded searches compared to Icebreaker’s 8.1K, and held a 14.4% Share of Search versus Icebreaker’s 5.3%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Devold or Icebreaker?
Compare the merino clothing brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Devold, Icebreaker. The figures are in the table below the chart.
View monthly share of search table
| Month | Smartwool | Mons Royale | Devold | Icebreaker | Merino Country |
|---|---|---|---|---|---|
| Oct 2025 | 66.9% | 13.4% | 16.4% | 3.3% | <0.01% |
| Nov 2025 | 70.7% | 9.5% | 17.4% | 2.3% | 0.01% |
| Dec 2025 | 77.1% | 8.5% | 12.7% | 1.7% | 0.01% |
| Jan 2026 | 69.5% | 11.5% | 17.1% | 1.9% | 0.01% |
| Feb 2026 | 67.3% | 13.5% | 16.5% | 2.7% | 0.02% |
| Mar 2026 | 59.4% | 21.7% | 14.6% | 4.3% | 0.03% |
| Apr 2026 | 58.1% | 21.3% | 14.2% | 6.4% | 0.03% |
| May 2026 | 58.1% | 21.3% | 14.2% | 6.4% | 0.04% |
| Jun 2026 | 59.7% | 21.8% | 11.9% | 6.5% | 0.02% |
| Jul 2026 | 58.1% | 21.3% | 14.2% | 6.4% | 0.02% |
| Aug 2026 | 58.8% | 21.5% | 14.4% | 5.3% | 0.03% |
| Sep 2026 | — | — | — | — | — |
How has the Devold and Icebreaker comparison changed over the last 12 months?
3 findings
- Devold was ahead of Icebreaker in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Devold’s estimated Share of Search among merino clothing brands worldwide moved from 16.4% to 14.4%, and its estimated monthly branded searches moved from 33.1K to 22.2K.
- Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands worldwide moved from 3.3% to 5.3%, and its estimated monthly branded searches moved from 6.6K to 8.1K.
How did search popularity change for merino clothing brands worldwide in August 2026?
2 changes
In August 2026, Icebreaker lost estimated Share of Search among merino clothing brands worldwide, from 6.4% to 5.3%.
Estimated monthly branded searches for Devold worldwide fell 32.9% over 11 measured months, from 33.1K to 22.2K in August 2026.
How each brand is measured
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 nz
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.