Devold vs Smartwool:Which is more popular by branded search?
In August 2026, Smartwool had more branded searches than Devold among merino clothing brands worldwide. Smartwool was estimated to have 90.5K branded searches compared to Devold’s 22.2K, and held a 58.8% Share of Search versus Devold’s 14.4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Devold or Smartwool?
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 Smartwool, Devold. 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 Smartwool comparison changed over the last 12 months?
3 findings
- Smartwool was ahead of Devold 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, Smartwool’s estimated Share of Search among merino clothing brands worldwide moved from 66.9% to 58.8%, and its estimated monthly branded searches moved from 135K to 90.5K.
How did search popularity change for merino clothing brands worldwide in August 2026?
2 changes
In August 2026, Smartwool gained estimated Share of Search among merino clothing brands worldwide, from 58.1% to 58.8%.
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 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.
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.