---
title: "Devold vs Smartwool: Which is more popular by branded search?"
description: "Which is more popular in search, Devold or Smartwool? Compare estimated monthly branded-search demand and Share of Search inside the Merino clothing brands set worldwide. 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."
canonical: "https://gobrandwave.com/demand/global-en/compare/devold-vs-smartwool"
publisher: "Brandwave"
---

# Devold vs Smartwool: Which is more popular by branded search?

Which is more popular in search, Devold or Smartwool? Compare estimated monthly branded-search demand and Share of Search inside the Merino clothing brands set worldwide. 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.

## Key facts

- **Compared**: Devold and Smartwool
- **Competitive set**: Merino clothing brands
- **Market**: Global
- **Month measured**: Aug 2026
- **Devold Share of Search**: 14.4%
- **Smartwool Share of Search**: 58.8%

## Which is more popular in search, Devold or Smartwool?

- 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%.
- 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?

- 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.

## Month by month

| Month | Devold estimated searches | Devold Share of Search | Devold rank | Smartwool estimated searches | Smartwool Share of Search | Smartwool rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 33.1K | 16.4% | 2 | 135K | 66.9% | 1 |
| Nov 2025 | 60.5K | 17.4% | 2 | 246K | 70.7% | 1 |
| Dec 2025 | 49.5K | 12.7% | 2 | 301K | 77.1% | 1 |
| Jan 2026 | 49.5K | 17.1% | 2 | 201K | 69.5% | 1 |
| Feb 2026 | 33.1K | 16.5% | 2 | 135K | 67.3% | 1 |
| Mar 2026 | 22.2K | 14.6% | 3 | 90.5K | 59.4% | 1 |
| Apr 2026 | 18.1K | 14.2% | 3 | 74K | 58.1% | 1 |
| May 2026 | 18.1K | 14.2% | 3 | 74K | 58.1% | 1 |
| Jun 2026 | 14.8K | 11.9% | 3 | 74K | 59.7% | 1 |
| Jul 2026 | 18.1K | 14.2% | 3 | 74K | 58.1% | 1 |
| Aug 2026 | 22.2K | 14.4% | 3 | 90.5K | 58.8% | 1 |
| Sep 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.

- **Devold**: Measured on the search term “devold”.
- **Smartwool**: Measured on the search term “smartwool”.

- [Devold profile](/demand/global-en/brands/devold)
- [Smartwool profile](/demand/global-en/brands/smartwool)
- [All merino clothing brands worldwide](/demand/global-en/categories/merino-clothing-brands): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Devold or Smartwool?

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%.

## Cite this page

Brandwave. "Devold vs Smartwool: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/devold-vs-smartwool

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/devold-vs-smartwool. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.