Brandwave

Hanes vs Intimissimi:Which is more popular?

In September 2026, Intimissimi had more branded searches than Hanes among underwear brands worldwide. Intimissimi had about 2.7 million branded searches, while Hanes had 135,000. Intimissimi made up 13.1% of all underwear brand searches we track, and Hanes accounted for 0.65%. When we asked ChatGPT and Google AI Overviews about underwear brands, Hanes and Intimissimi each appeared in two of the five answers. Hanes and Intimissimi were each mentioned first in two of the four answers that named either.

Among underwear brands worldwide in September 2026

Who do people search for more?

Intimissimi, about 20 searches for every 1 for Hanes

Intimissimi 2.7M searchesHanes 135K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Hanes in 2 of 5Intimissimi in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Hanes first in 2Intimissimi first in 2

Follow Hanes vs Intimissimi and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top underwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hanes was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Intimissimi was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Hanes and Intimissimi were each listed first in two of the four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Calvin Klein1st
  2. Uniqlo2nd
  3. SKIMS3rd
  4. MeUndies4th
  5. Tommy John5th
  6. Quince6th
  7. Hanes7th
  8. Intimissimi8th
  9. Mack Weldon9th
  10. Jockey–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Calvin Klein5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Uniqlo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MeUndies3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SKIMS3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Intimissimi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hanes2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy John2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mack Weldon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jockey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about underwear 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 21, 2026.

Is Hanes or Intimissimi more popular in search?

This chart shows how often people search Google for Hanes and Intimissimi by name. Each line represents a brand's share of searches for all 12 underwear brands we track, month by month, from English-language searches worldwide.

Hanes and Intimissimi among underwear brands worldwide, by month

Share of searches by month for Intimissimi, Hanes. The figures are in the table below the chart.

View monthly share of searches table
MonthUniqloCalvin KleinIntimissimiQuinceJockeyHanesMeUndiesStep OneTommy JohnSKIMSMack WeldonBonds
Oct 202568.2%13.8%13.8%1.1%0.83%0.55%0.55%0.36%0.37%0.3%0.17%0.09%
Nov 202566%16.2%13.2%1.1%0.65%0.53%0.65%0.62%0.53%0.24%0.24%0.07%
Dec 202561.4%15.1%18.5%1.5%0.74%0.61%0.74%0.4%0.41%0.22%0.22%0.08%
Jan 202666%13.3%16.3%1.3%0.8%0.54%0.8%0.33%0.24%0.24%0.16%0.07%
Feb 202658.9%21.7%14.5%1.4%0.88%0.58%0.72%0.44%0.32%0.32%0.18%0.08%
Mar 202660.7%22.3%12.2%1.4%0.9%0.6%0.6%0.4%0.27%0.27%0.15%0.07%
Apr 202667.2%16.5%11.1%1.6%0.99%0.67%0.67%0.44%0.37%0.3%0.16%0.07%
May 202662.9%18.9%12.7%1.8%1.1%0.62%0.62%0.41%0.42%0.34%0.15%0.07%
Jun 202660.7%18.3%15%1.7%1.3%0.74%0.74%0.49%0.33%0.4%0.18%0.08%
Jul 202660.6%18.3%15%1.7%1.3%0.74%0.74%0.48%0.4%0.49%0.15%0.08%
Aug 202663.2%15.6%12.7%1.8%1.1%0.63%0.63%0.5%3.1%0.42%0.15%0.08%
Sep 202665.1%16%13.1%1.9%1.2%0.65%0.65%0.44%0.35%0.29%0.16%0.09%

How has the Hanes and Intimissimi comparison changed over the last 12 months?

3 findings
  • Intimissimi was ahead of Hanes in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Hanes’ share of searches among underwear brands worldwide moved from 0.55% to 0.65%, and its estimated monthly branded searches held steady at 135K.
  • Across the 12 months ending September 2026, Intimissimi’s share of searches among underwear brands worldwide moved from 13.8% to 13.1%, and its estimated monthly branded searches moved from 3.4M to 2.7M.

How did search popularity change for underwear brands worldwide in September 2026?

2 changes

  1. In September 2026, Hanes rose from 7th to 6th among underwear brands worldwide.

  2. Estimated monthly branded searches for Intimissimi worldwide fell 18.2% over 12 measured months, from 3.4M to 2.7M in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hanes’ and Intimissimi’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.

Hanes

1 branded search term

  • hanes

Intimissimi

1 branded search term

  • intimissimi

How the Brand Demand Index is measured

Other head-to-heads among underwear brands

Creator with pink hair and a pink jacket

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.

Start free