Brandwave

Pair of Thieves vs Smartwool:Which is more popular?

In September 2026, Smartwool had more branded searches than Pair of Thieves among boxer brief brands worldwide. Smartwool had about 90,500 branded searches, while Pair of Thieves had 22,200. Smartwool made up 0.52% of all boxer brief brand searches we track, and Pair of Thieves accounted for 0.13%. When we asked ChatGPT and Google AI Overviews about boxer brief brands, Pair of Thieves appeared in four of the five answers and Smartwool in two. Pair of Thieves was mentioned before Smartwool in four out of five answers.

Among boxer brief brands worldwide in September 2026

Who do people search for more?

Smartwool, about 4 searches for every 1 for Pair of Thieves

Smartwool 90.5K searchesPair of Thieves 22.2K searches

Who does AI mention more?

Pair of Thieves, mentioned in 4 of 5 answers, Smartwool in 2

Pair of Thieves in 4 of 5Smartwool in 2 of 5

Who does AI recommend more?

Pair of Thieves, named ahead of Smartwool in 4 of 5 answers

Pair of Thieves first in 4Smartwool first in 1

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Top boxer brief brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Pair of Thieves was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Smartwool was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Pair of Thieves was listed before Smartwool in four out of five answers.

Most recommended by AI

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

  1. Tommy John1st
  2. Calvin Klein2nd
  3. Pair of Thieves3rd
  4. Smartwool4th
  5. Mack Weldon5th
  6. Hanes6th
  7. Uniqlo7th
  8. Jockey–

Mentioned by AI

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

  • Tommy John5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mack Weldon4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pair of Thieves4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Calvin Klein3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Uniqlo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hanes2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smartwool2 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

See every answer about boxer brief 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 Pair of Thieves or Smartwool more popular in search?

This chart shows how often people search Google for Pair of Thieves and Smartwool by name. Each line represents a brand's share of searches for all eight boxer brief brands we track, month by month, from English-language searches worldwide.

Pair of Thieves and Smartwool among boxer brief brands worldwide, by month

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

View monthly share of searches table
MonthUniqloCalvin KleinJockeyHanesSmartwoolTommy JohnMack WeldonPair of Thieves
Oct 202580.6%16.3%0.98%0.66%0.66%0.44%0.2%0.16%
Nov 202577.6%19%0.76%0.63%0.94%0.63%0.28%0.15%
Dec 202577%19%0.93%0.77%1.4%0.51%0.28%0.19%
Jan 202680.5%16.3%0.98%0.65%0.98%0.29%0.2%0.13%
Feb 202670.6%26%1%0.7%0.86%0.38%0.21%0.17%
Mar 202671%26.1%1%0.71%0.47%0.32%0.17%0.14%
Apr 202677.7%19.1%1.1%0.77%0.42%0.42%0.19%0.15%
May 202674.3%22.4%1.3%0.74%0.4%0.49%0.18%0.15%
Jun 202673.9%22.3%1.6%0.9%0.49%0.4%0.22%0.18%
Jul 202673.8%22.3%1.6%0.9%0.49%0.49%0.18%0.18%
Aug 202674.9%18.5%1.4%0.74%0.5%3.7%0.18%0.15%
Sep 202677.5%19.1%1.4%0.77%0.52%0.42%0.19%0.13%

How has the Pair of Thieves and Smartwool comparison changed over the last 12 months?

3 findings
  • Smartwool was ahead of Pair of Thieves in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Pair of Thieves’ share of searches among boxer brief brands worldwide moved from 0.16% to 0.13%, and its estimated monthly branded searches moved from 33.1K to 22.2K.
  • Across the 12 months ending September 2026, Smartwool’s share of searches among boxer brief brands worldwide moved from 0.66% to 0.52%, and its estimated monthly branded searches moved from 135K to 90.5K.

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

2 changes

  1. In September 2026, Smartwool rose from 6th to 5th among boxer brief brands worldwide.

  2. Estimated monthly branded searches for Pair of Thieves worldwide fell 32.9% over 12 measured months, from 33.1K to 22.2K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Pair of Thieves’ 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.

Pair of Thieves

1 branded search term

  • pair of thieves

Smartwool

1 branded search term

  • smartwool

How the Brand Demand Index is measured

Other head-to-heads among boxer brief brands

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