Smartwool vs Wool&Prince:Which is searched more?
In September 2026, Smartwool had more branded searches than Wool&Prince among merino clothing brands worldwide. Smartwool had about 90,500 branded searches, while Wool&Prince had 9,100. Smartwool made up 48.9% of all merino clothing brand searches we track, and Wool&Prince accounted for 4.9%. These are worldwide searches for English-language branded terms.
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Is Smartwool or Wool&Prince more popular in search?
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 searches by month for Smartwool, Wool&Prince. The figures are in the table below the chart.
View monthly share of searches table
| Month | Smartwool | Devold | Mons Royale | Icebreaker | Wool&Prince | Ridge Merino | Minus33 | Merino Country |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 56.4% | 13.8% | 11.3% | 9.3% | 3.7% | 2.8% | 2.3% | 0.43% |
| Nov 2025 | 60.8% | 15% | 8.2% | 8.2% | 2.7% | 3% | 1.9% | 0.26% |
| Dec 2025 | 67.5% | 11.1% | 7.4% | 7.4% | 2% | 2.2% | 2.1% | 0.23% |
| Jan 2026 | 57.3% | 14.1% | 9.4% | 11.5% | 2.6% | 2.8% | 1.9% | 0.3% |
| Feb 2026 | 56.8% | 13.9% | 11.4% | 9.3% | 3.8% | 2.8% | 1.5% | 0.44% |
| Mar 2026 | 48.8% | 12% | 17.9% | 9.8% | 4.8% | 4.4% | 1.6% | 0.88% |
| Apr 2026 | 46.7% | 11.4% | 17.1% | 11.4% | 5.7% | 5.1% | 1.6% | 1% |
| May 2026 | 46.1% | 11.3% | 16.9% | 11.3% | 5.7% | 6.2% | 1.5% | 1% |
| Jun 2026 | 47.8% | 9.6% | 17.5% | 11.7% | 5.8% | 5.2% | 1.4% | 1.1% |
| Jul 2026 | 46.8% | 11.4% | 17.1% | 11.4% | 5.7% | 5.1% | 1.4% | 1% |
| Aug 2026 | 47.8% | 11.7% | 17.5% | 9.6% | 5.9% | 5.2% | 1.6% | 0.71% |
| Sep 2026 | 48.9% | 14.6% | 14.6% | 9.8% | 4.9% | 4.4% | 2% | 0.72% |
How has the Smartwool and Wool&Prince comparison changed over the last 12 months?
3 findings
- Smartwool was ahead of Wool&Prince in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Smartwool’s share of searches among merino clothing brands worldwide moved from 56.4% to 48.9%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 12 months ending September 2026, Wool&Prince’s share of searches among merino clothing brands worldwide moved from 3.7% to 4.9%, and its estimated monthly branded searches moved from 9K to 9.1K.
How did search popularity change for merino clothing brands worldwide in September 2026?
2 changes
In September 2026, Smartwool gained share of searches among merino clothing brands worldwide, from 47.8% to 48.9%.
In September 2026, Wool&Prince lost share of searches among merino clothing brands worldwide, from 5.9% to 4.9%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Smartwool’s and Wool&Prince’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.
Smartwool
1 branded search term
- smartwool
Wool&Prince
2 branded search terms
- wool and prince
- wool&prince
Other head-to-heads among merino clothing brands
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