SAXX vs Step One:Which is searched more?
In September 2026, Step One had more branded searches than SAXX among men's underwear brands worldwide. Step One was estimated to have 92.1K branded searches compared to SAXX’s 90.5K, and held a 35.1% Share of Search versus SAXX’s 34.4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, SAXX or Step One?
Compare the men's underwear 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 Step One, SAXX. The figures are in the table below the chart.
View monthly share of search table
| Month | Step One | SAXX | Tommy John | Bonds | Jockey |
|---|---|---|---|---|---|
| Oct 2025 | 32.2% | 32.8% | 32.8% | 2% | 0.21% |
| Nov 2025 | 38.4% | 27% | 32.9% | 1.6% | 0.12% |
| Dec 2025 | 30.2% | 37.6% | 30.6% | 1.5% | 0.13% |
| Jan 2026 | 32.2% | 42.3% | 23.2% | 2.1% | 0.18% |
| Feb 2026 | 35% | 37.8% | 25.2% | 1.8% | 0.13% |
| Mar 2026 | 36.2% | 36.9% | 24.6% | 2.2% | 0.16% |
| Apr 2026 | 34.3% | 34.9% | 28.6% | 2.1% | 0.15% |
| May 2026 | 32.2% | 32.8% | 32.8% | 2% | 0.17% |
| Jun 2026 | 36.1% | 36.8% | 24.6% | 2.2% | 0.24% |
| Jul 2026 | 34.3% | 34.9% | 28.6% | 2.1% | 0.19% |
| Aug 2026 | 12.4% | 10.3% | 76.7% | 0.62% | 0.05% |
| Sep 2026 | 35.1% | 34.4% | 28.2% | 2.1% | 0.27% |
How has the SAXX and Step One comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Step One took it in November 2025, SAXX took it in December 2025, Step One took it in August 2026.
- Across the 12 months ending September 2026, SAXX’s estimated Share of Search among men's underwear brands worldwide moved from 32.8% to 34.4%, and its estimated monthly branded searches held steady at 90.5K.
- Across the 12 months ending September 2026, Step One’s estimated Share of Search among men's underwear brands worldwide moved from 32.2% to 35.1%, and its estimated monthly branded searches moved from 88.8K to 92.1K.
How did search popularity change for men's underwear brands worldwide in September 2026?
2 changes
In September 2026, Step One overtook Tommy John to become the leader among men's underwear brands worldwide, with 35.1% estimated Share of Search.
In September 2026, SAXX overtook Tommy John to rank 2nd among men's underwear brands worldwide, with 34.4% estimated Share of Search.
Other head-to-heads among men's underwear brands
How each brand is measured
Brandwave collects information about searches that people make online using SAXX’s and Step One’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.
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