--- title: "Helly Hansen vs Icebreaker: Which is searched more?" description: "Is Helly Hansen or Icebreaker more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor 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/helly-hansen-vs-icebreaker" publisher: "Brandwave" --- # Helly Hansen vs Icebreaker: Which is searched more? Is Helly Hansen or Icebreaker more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor 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**: Helly Hansen and Icebreaker - **Competitive set**: Outdoor clothing brands - **Market**: Global - **Month measured**: Sep 2026 - **Helly Hansen Share of Search**: 5% - **Icebreaker Share of Search**: 0.16% ## Is Helly Hansen or Icebreaker more popular in search? - In September 2026, Helly Hansen had more branded searches than Icebreaker among outdoor clothing brands worldwide. Helly Hansen had about 550,000 branded searches, while Icebreaker had 18,100. Helly Hansen made up 5% of all outdoor clothing brand searches we track, and Icebreaker accounted for 0.16%. - Helly Hansen was ahead of Icebreaker in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Helly Hansen’s share of searches among outdoor clothing brands worldwide moved from 5.2% to 5%, and its estimated monthly branded searches moved from 823K to 550K. - Across the 12 months ending September 2026, Icebreaker’s share of searches among outdoor clothing brands worldwide moved from 0.14% to 0.16%, and its estimated monthly branded searches moved from 22.2K to 18.1K. ## Top outdoor clothing brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Helly Hansen was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Icebreaker did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Patagonia | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Arc'teryx | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | The North Face | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Columbia | 4th | 2 of 3 | 2 of 2 | 4 of 5 | | Outdoor Research | 5th | 2 of 3 | 2 of 2 | 4 of 5 | | Helly Hansen | 6th | 2 of 3 | 1 of 2 | 3 of 5 | | Rab | 7th | 2 of 3 | 1 of 2 | 3 of 5 | | Kathmandu | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Macpac | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mons Royale | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Icebreaker | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about outdoor clothing brands - Asked ChatGPT "Which outdoor clothing brand should I buy?": 1. Patagonia, 2. Arc'teryx, 3. Outdoor Research, 4. Columbia - Asked ChatGPT "What are the best outdoor clothing brands?": 1. Patagonia, 2. Arc'teryx, 3. The North Face, 4. Outdoor Research, 5. Columbia, 6. Rab, 7. Helly Hansen - Asked ChatGPT "What's the best outdoor clothing brand for cold wet weather?": 1. Patagonia, 2. Helly Hansen, 3. Arc'teryx, 4. Rab - Searched Google, AI Overview "outdoor clothing brands": 1. Patagonia, 2. The North Face, 3. Columbia, 4. Arc'teryx, 5. Outdoor Research, 6. Rab - Searched Google, AI Overview "outdoor jacket brands": 1. Patagonia, 2. The North Face, 3. Arc'teryx, 4. Columbia, 5. Outdoor Research, 6. Helly Hansen Not named in any answer: Kathmandu, Macpac, Mons Royale and Icebreaker. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for outdoor clothing brands worldwide in September 2026? - In September 2026, Helly Hansen overtook Kathmandu to rank 4th among outdoor clothing brands worldwide, with 5% of the searches. - Estimated monthly branded searches for Icebreaker worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026. ## Month by month | Month | Helly Hansen estimated searches | Helly Hansen Share of Search | Helly Hansen rank | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 823K | 5.2% | 4 | 22.2K | 0.14% | 11 | | Nov 2025 | 1.2M | 5.1% | 4 | 33.1K | 0.14% | 10 | | Dec 2025 | 1M | 4.9% | 4 | 33.1K | 0.16% | 10 | | Jan 2026 | 1M | 5.6% | 4 | 40.5K | 0.23% | 10 | | Feb 2026 | 673K | 5.3% | 4 | 22.2K | 0.17% | 11 | | Mar 2026 | 450K | 4.1% | 5 | 18.1K | 0.16% | 11 | | Apr 2026 | 368K | 4.1% | 5 | 18.1K | 0.2% | 11 | | May 2026 | 450K | 4.7% | 5 | 18.1K | 0.19% | 11 | | Jun 2026 | 368K | 4% | 5 | 18.1K | 0.2% | 11 | | Jul 2026 | 368K | 3.8% | 5 | 18.1K | 0.19% | 11 | | Aug 2026 | 450K | 4.3% | 5 | 18.1K | 0.17% | 11 | | Sep 2026 | 550K | 5% | 4 | 18.1K | 0.16% | 11 | ## How each brand is measured Brandwave collects information about searches that people make online using Helly Hansen’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. - **Helly Hansen**: Measured on the search term “hellyhansen”. - **Icebreaker**: Measured on the search term “icebreaker merino”. - [Helly Hansen profile](/demand/global-en/brands/helly-hansen) - [Icebreaker profile](/demand/global-en/brands/icebreaker) - [All outdoor clothing brands worldwide](/demand/global-en/categories/outdoor-clothing-brands): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Helly Hansen or Icebreaker more popular in search? In September 2026, Helly Hansen had more branded searches than Icebreaker among outdoor clothing brands worldwide. Helly Hansen had about 550,000 branded searches, while Icebreaker had 18,100. Helly Hansen made up 5% of all outdoor clothing brand searches we track, and Icebreaker accounted for 0.16%. ## Cite this page Brandwave. "Helly Hansen vs Icebreaker: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/helly-hansen-vs-icebreaker This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/helly-hansen-vs-icebreaker. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.