--- title: "Icebreaker vs Minus33: Which is searched more?" description: "Is Icebreaker or Minus33 more popular in search? 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/icebreaker-vs-minus33" publisher: "Brandwave" --- # Icebreaker vs Minus33: Which is searched more? Is Icebreaker or Minus33 more popular in search? 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**: Icebreaker and Minus33 - **Competitive set**: Merino clothing brands - **Market**: Global - **Month measured**: Sep 2026 - **Icebreaker Share of Search**: 9.8% - **Minus33 Share of Search**: 2% ## Is Icebreaker or Minus33 more popular in search? - In September 2026, Icebreaker had more branded searches than Minus33 among merino clothing brands worldwide. Icebreaker had about 18,100 branded searches, while Minus33 had 3,780. Icebreaker made up 9.8% of all merino clothing brand searches we track, and Minus33 accounted for 2%. - Icebreaker was ahead of Minus33 in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Icebreaker’s share of searches among merino clothing brands worldwide moved from 9.3% to 9.8%, and its estimated monthly branded searches moved from 22.2K to 18.1K. - Across the 12 months ending September 2026, Minus33’s share of searches among merino clothing brands worldwide moved from 2.3% to 2%, and its estimated monthly branded searches moved from 5.5K to 3.8K. ## Top merino clothing brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Minus33 was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Icebreaker was listed before Minus33 in every answer. 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 | | --- | --- | --- | --- | --- | | Icebreaker | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Smartwool | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Wool&Prince | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Ridge Merino | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Minus33 | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Devold | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mons Royale | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Merino Country | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about merino clothing brands - Asked ChatGPT "Which merino clothing brand should I buy?": 1. Icebreaker, 2. Smartwool, 3. Wool&Prince, 4. Ridge Merino - Asked ChatGPT "What are the best merino clothing brands?": 1. Icebreaker, 2. Wool&Prince, 3. Smartwool, 4. Ridge Merino, 5. Minus33 - Asked ChatGPT "What's the best merino clothing brand for cold weather layering?": 1. Smartwool, 2. Icebreaker, 3. Ridge Merino, 4. Minus33 - Searched Google, AI Overview "merino wool clothing": 1. Ridge Merino - Searched Google, AI Overview "merino base layer": 1. Smartwool, 2. Icebreaker, 3. Minus33 Not named in any answer: Devold, Mons Royale and Merino Country. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for merino clothing brands worldwide in September 2026? - Estimated monthly branded searches for Minus33 worldwide fell 31.3% over 12 measured months, from 5.5K to 3.8K in September 2026. - 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 | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | Minus33 estimated searches | Minus33 Share of Search | Minus33 rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 22.2K | 9.3% | 4 | 5.5K | 2.3% | 7 | | Nov 2025 | 33.1K | 8.2% | 3 | 7.8K | 1.9% | 7 | | Dec 2025 | 33.1K | 7.4% | 3 | 9.5K | 2.1% | 6 | | Jan 2026 | 40.5K | 11.5% | 3 | 6.7K | 1.9% | 7 | | Feb 2026 | 22.2K | 9.3% | 4 | 3.6K | 1.5% | 7 | | Mar 2026 | 18.1K | 9.8% | 4 | 2.9K | 1.6% | 7 | | Apr 2026 | 18.1K | 11.4% | 4 | 2.5K | 1.6% | 7 | | May 2026 | 18.1K | 11.3% | 4 | 2.5K | 1.5% | 7 | | Jun 2026 | 18.1K | 11.7% | 3 | 2.2K | 1.4% | 7 | | Jul 2026 | 18.1K | 11.4% | 4 | 2.2K | 1.4% | 7 | | Aug 2026 | 18.1K | 9.6% | 4 | 3.1K | 1.6% | 7 | | Sep 2026 | 18.1K | 9.8% | 4 | 3.8K | 2% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Icebreaker’s and Minus33’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. - **Icebreaker**: Measured on the search term “icebreaker merino”. - **Minus33**: Measured on the search terms “minus 33 merino” and “minus33”, summed into one figure. - [Icebreaker profile](/demand/global-en/brands/icebreaker) - [Minus33 profile](/demand/global-en/brands/minus33) - [All merino clothing brands worldwide](/demand/global-en/categories/merino-clothing-brands): The set both shares are measured inside, 8 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 Icebreaker or Minus33 more popular in search? In September 2026, Icebreaker had more branded searches than Minus33 among merino clothing brands worldwide. Icebreaker had about 18,100 branded searches, while Minus33 had 3,780. Icebreaker made up 9.8% of all merino clothing brand searches we track, and Minus33 accounted for 2%. ## Cite this page Brandwave. "Icebreaker vs Minus33: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/icebreaker-vs-minus33 This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/icebreaker-vs-minus33. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.