Mons Royale vs Smartwool:Which is more popular by branded search?
In August 2026, Smartwool had more branded searches than Mons Royale among merino clothing brands worldwide. Smartwool was estimated to have 90.5K branded searches compared to Mons Royale’s 33.1K, and held a 58.8% Share of Search versus Mons Royale’s 21.5%. These are worldwide searches for English-language branded terms.
Follow Mons Royale vs Smartwool 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
Which is more popular in search, Mons Royale or Smartwool?
Compare the merino clothing brands people buy. 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.
Share of Search by month for Smartwool, Mons Royale. The figures are in the table below the chart.
View monthly share of search table
| Month | Smartwool | Mons Royale | Devold | Icebreaker | Merino Country |
|---|---|---|---|---|---|
| Oct 2025 | 66.9% | 13.4% | 16.4% | 3.3% | <0.01% |
| Nov 2025 | 70.7% | 9.5% | 17.4% | 2.3% | 0.01% |
| Dec 2025 | 77.1% | 8.5% | 12.7% | 1.7% | 0.01% |
| Jan 2026 | 69.5% | 11.5% | 17.1% | 1.9% | 0.01% |
| Feb 2026 | 67.3% | 13.5% | 16.5% | 2.7% | 0.02% |
| Mar 2026 | 59.4% | 21.7% | 14.6% | 4.3% | 0.03% |
| Apr 2026 | 58.1% | 21.3% | 14.2% | 6.4% | 0.03% |
| May 2026 | 58.1% | 21.3% | 14.2% | 6.4% | 0.04% |
| Jun 2026 | 59.7% | 21.8% | 11.9% | 6.5% | 0.02% |
| Jul 2026 | 58.1% | 21.3% | 14.2% | 6.4% | 0.02% |
| Aug 2026 | 58.8% | 21.5% | 14.4% | 5.3% | 0.03% |
| Sep 2026 | — | — | — | — | — |
How has the Mons Royale and Smartwool comparison changed over the last 12 months?
3 findings
- Smartwool was ahead of Mons Royale in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Mons Royale’s estimated Share of Search among merino clothing brands worldwide moved from 13.4% to 21.5%, and its estimated monthly branded searches moved from 27.1K to 33.1K.
- 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?
2 changes
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 Mons Royale worldwide rose 22.1% over 11 measured months, from 27.1K to 33.1K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Mons Royale’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.
Mons Royale
1 branded search term
- mons royale
Smartwool
1 branded search term
- smartwool
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.