Brandwave

First Lite vs Smartwool:Which is more popular?

In September 2026, First Lite and Smartwool were level in searches among base layer brands worldwide, with an estimated 90.5K branded searches each, at 2.3% of the total each. When we asked ChatGPT and Google AI Overviews about base layer brands, Smartwool appeared in all five answers and First Lite in none.

Among base layer brands worldwide in September 2026

Who do people search for more?

First Lite and Smartwool are searched for about as often as each other.

First Lite 90.5K searchesSmartwool 90.5K searches

Who does AI mention more?

Smartwool, mentioned in every answer we collected

Smartwool in 5 of 5First Lite in 0 of 5

Who does AI recommend more?

Smartwool, the only one of the two named

Smartwool first in 4First Lite never 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. First Lite 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. Smartwool1st
  2. Patagonia2nd
  3. Carhartt3rd
  4. Columbia4th
  5. Ariat–
  6. Castelli–
  7. First Lite–
  8. Burton–

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

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 First Lite or Smartwool more popular in search?

This chart shows how often people search Google for First Lite 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.

First Lite and Smartwool among base layer brands worldwide, by month

Share of searches by month for First Lite, Smartwool. The figures are in the table below the chart.

View monthly share of searches table
MonthPatagoniaAriatColumbiaCastelliFirst LiteSmartwoolBurtonCarhartt
Oct 202573.6%12.1%6.6%2.4%2.4%2.4%0.4%0.02%
Nov 202567.8%13.6%10.2%1.8%2.7%3.3%0.55%0.03%
Dec 202564.2%15.7%10.9%1.7%1.7%4.7%0.95%0.05%
Jan 202671.9%11.8%8.2%2.4%1.1%3.5%1.1%0.03%
Feb 202673.6%12.1%6.6%3%1.1%3%0.73%0.01%
Mar 202674.1%14.9%4.9%3%0.9%2%0.27%<0.01%
Apr 202670.3%17.3%5.1%4.2%1%1.9%0.14%<0.01%
May 202670.4%17.3%4.7%4.2%1.3%1.9%0.11%<0.01%
Jun 202671.4%17.5%4.4%3.5%1.1%1.9%0.11%<0.01%
Jul 202673.6%14.8%4.6%3.6%1.3%2%0.14%<0.01%
Aug 202668.6%16.8%5.2%4.1%2.8%2.3%0.2%<0.01%
Sep 202669.2%17%6.2%2.8%2.3%2.3%0.31%<0.01%

How has the First Lite and Smartwool comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: First Lite took it in August 2026.
  • Across the 12 months ending September 2026, First Lite’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.
  • 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

  1. Estimated monthly branded searches for First Lite worldwide fell 33% over 12 measured months, from 135K to 90.5K in September 2026.

  2. Estimated monthly branded searches for Smartwool worldwide fell 33% over 12 measured months, from 135K to 90.5K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using First Lite’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.

First Lite

1 branded search term

  • first lite

Smartwool

1 branded search term

  • smartwool

How the Brand Demand Index is measured

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