---
title: "Underwear brands in New Zealand: Which brands are most popular in search?"
description: "Compare the everyday underwear and basics brands New Zealanders buy. Share of Search among Calvin Klein, Bonds, Jockey, Step One, SAXX and Tommy John, the underwear brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/nz/categories/nz-mens-underwear-brands"
publisher: "Brandwave"
---

# Underwear brands in New Zealand: Which brands are most popular in search?

Compare the everyday underwear and basics brands New Zealanders buy. Share of Search among Calvin Klein, Bonds, Jockey, Step One, SAXX and Tommy John, the underwear brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Underwear brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Calvin Klein, 78.1%

## Which brand is most popular in search among underwear brands in New Zealand?

- In August 2026, Calvin Klein was the most searched among underwear brands in New Zealand, with an estimated 33.8K branded searches and 78.1% estimated Share of Search within this set.
- Bonds is in 2nd place, 60.4 percentage points behind at 17.7% Share of Search.
- Across the 11 months ending August 2026, Calvin Klein’s estimated Share of Search among underwear brands in New Zealand increased from 77% to 78.1%.
- Across the 11 months ending August 2026, Bonds’ estimated Share of Search among underwear brands in New Zealand decreased from 18.5% to 17.7%.
- Across the 11 months ending August 2026, Calvin Klein’s estimated Share of Search among underwear brands in New Zealand peaked at 84.4% in December 2025 and was lowest at 77% in October 2025.
- Across the 11 months ending August 2026, Bonds’ estimated Share of Search among underwear brands in New Zealand peaked at 18.5% in October 2025 and was lowest at 12.5% in December 2025.
- Across the 11 months ending August 2026, Jockey’s estimated Share of Search among underwear brands in New Zealand peaked at 3.5% in October 2025 and was lowest at 2.3% in March 2026.
- Across the 11 months ending August 2026, Jockey, Step One, SAXX and Tommy John held steady: their estimated Share of Search among underwear brands in New Zealand each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Calvin Klein vs Bonds: compare search popularity](/demand/nz/compare/bonds-vs-calvin-klein): 78.1% against 17.7% Share of Search.
- [Calvin Klein vs Jockey: compare search popularity](/demand/nz/compare/calvin-klein-vs-jockey): 78.1% against 3.2% Share of Search.
- [Bonds vs Jockey: compare search popularity](/demand/nz/compare/bonds-vs-jockey): 17.7% against 3.2% Share of Search.

## How did search popularity change for New Zealand underwear brands in August 2026?

- In August 2026, Bonds gained estimated Share of Search among underwear brands in New Zealand, from 13.4% to 17.7%.
- In August 2026, Jockey gained estimated Share of Search among underwear brands in New Zealand, from 2.7% to 3.2%.
- In August 2026, Calvin Klein lost estimated Share of Search among underwear brands in New Zealand, from 82.8% to 78.1%.
- Estimated monthly branded searches for SAXX in New Zealand rose 41.7% over 11 measured months, from 120 to 170 in August 2026.
- Estimated monthly branded searches for Step One in New Zealand rose 20% over 11 measured months, from 200 to 240 in August 2026.
- Estimated monthly branded searches for Tommy John in New Zealand fell 28.6% over 11 measured months, from 70 to 50 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Calvin Klein | 78.1% | 33.8K | -13.8% | Calvin Klein |
| 2 | Bonds | 17.7% | 7.7K | +20.3% | Bonds |
| 3 | Jockey | 3.2% | 1.4K | +10.3% | Jockey |
| 4 | Step One | 0.55% | 240 | -14.3% | Step One |
| 5 | SAXX | 0.39% | 170 | +6.3% | SAXX |
| 6 | Tommy John | 0.12% | 50 | -44.4% | Tommy John |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Calvin Klein | 30.9K | 77% | 1 |
| Oct 2025 | Bonds | 7.4K | 18.5% | 2 |
| Oct 2025 | Jockey | 1.4K | 3.5% | 3 |
| Oct 2025 | Step One | 200 | 0.5% | 4 |
| Oct 2025 | SAXX | 120 | 0.3% | 5 |
| Oct 2025 | Tommy John | 70 | 0.17% | 6 |
| Nov 2025 | Calvin Klein | 54.2K | 82% | 1 |
| Nov 2025 | Bonds | 9.2K | 14% | 2 |
| Nov 2025 | Jockey | 1.8K | 2.7% | 3 |
| Nov 2025 | Step One | 620 | 0.94% | 4 |
| Nov 2025 | SAXX | 170 | 0.26% | 5 |
| Nov 2025 | Tommy John | 60 | 0.09% | 6 |
| Dec 2025 | Calvin Klein | 54.1K | 84.4% | 1 |
| Dec 2025 | Bonds | 8K | 12.5% | 2 |
| Dec 2025 | Jockey | 1.6K | 2.4% | 3 |
| Dec 2025 | Step One | 280 | 0.44% | 4 |
| Dec 2025 | SAXX | 150 | 0.23% | 5 |
| Dec 2025 | Tommy John | 50 | 0.08% | 6 |
| Jan 2026 | Calvin Klein | 37K | 80.1% | 1 |
| Jan 2026 | Bonds | 7.5K | 16.3% | 2 |
| Jan 2026 | Jockey | 1.2K | 2.6% | 3 |
| Jan 2026 | Step One | 290 | 0.63% | 4 |
| Jan 2026 | SAXX | 130 | 0.28% | 5 |
| Jan 2026 | Tommy John | 50 | 0.11% | 6 |
| Feb 2026 | Calvin Klein | 31.4K | 81% | 1 |
| Feb 2026 | Bonds | 6.1K | 15.6% | 2 |
| Feb 2026 | Jockey | 960 | 2.5% | 3 |
| Feb 2026 | Step One | 150 | 0.39% | 4 |
| Feb 2026 | SAXX | 130 | 0.34% | 5 |
| Feb 2026 | Tommy John | 60 | 0.15% | 6 |
| Mar 2026 | Calvin Klein | 41K | 82.4% | 1 |
| Mar 2026 | Bonds | 7.2K | 14.5% | 2 |
| Mar 2026 | Jockey | 1.2K | 2.3% | 3 |
| Mar 2026 | SAXX | 160 | 0.32% | 4 |
| Mar 2026 | Step One | 160 | 0.32% | 5 |
| Mar 2026 | Tommy John | 80 | 0.16% | 6 |
| Apr 2026 | Calvin Klein | 37.8K | 82.5% | 1 |
| Apr 2026 | Bonds | 6.2K | 13.5% | 2 |
| Apr 2026 | Jockey | 1.4K | 3.2% | 3 |
| Apr 2026 | Tommy John | 150 | 0.33% | 4 |
| Apr 2026 | SAXX | 110 | 0.24% | 5 |
| Apr 2026 | Step One | 110 | 0.24% | 6 |
| May 2026 | Calvin Klein | 41.1K | 82.9% | 1 |
| May 2026 | Bonds | 6.3K | 12.8% | 2 |
| May 2026 | Jockey | 1.5K | 3.1% | 3 |
| May 2026 | Step One | 240 | 0.48% | 4 |
| May 2026 | SAXX | 180 | 0.36% | 5 |
| May 2026 | Tommy John | 150 | 0.3% | 6 |
| Jun 2026 | Calvin Klein | 40.8K | 81.1% | 1 |
| Jun 2026 | Bonds | 7.4K | 14.8% | 2 |
| Jun 2026 | Jockey | 1.5K | 3% | 3 |
| Jun 2026 | Step One | 230 | 0.46% | 4 |
| Jun 2026 | Tommy John | 230 | 0.46% | 5 |
| Jun 2026 | SAXX | 120 | 0.24% | 6 |
| Jul 2026 | Calvin Klein | 39.3K | 82.8% | 1 |
| Jul 2026 | Bonds | 6.4K | 13.4% | 2 |
| Jul 2026 | Jockey | 1.3K | 2.7% | 3 |
| Jul 2026 | Step One | 280 | 0.59% | 4 |
| Jul 2026 | SAXX | 160 | 0.34% | 5 |
| Jul 2026 | Tommy John | 90 | 0.19% | 6 |
| Aug 2026 | Calvin Klein | 33.8K | 78.1% | 1 |
| Aug 2026 | Bonds | 7.7K | 17.7% | 2 |
| Aug 2026 | Jockey | 1.4K | 3.2% | 3 |
| Aug 2026 | Step One | 240 | 0.55% | 4 |
| Aug 2026 | SAXX | 170 | 0.39% | 5 |
| Aug 2026 | Tommy John | 50 | 0.12% | 6 |
| Sep 2026 | Bonds | — | — | — |
| Sep 2026 | Calvin Klein | — | — | — |
| Sep 2026 | Jockey | — | — | — |
| Sep 2026 | SAXX | — | — | — |
| Sep 2026 | Step One | — | — | — |
| Sep 2026 | Tommy John | — | — | — |

## What is being compared

- **Bonds**: Measured on the search terms “bonds boxers”, “bonds bras”, “bonds briefs”, “bonds cotton underwear”, “bonds female underwear”, “bonds lingerie”, “bonds male underwear”, “bonds mens briefs”, “bonds nz”, “bonds period underwear”, “bonds period undies”, “bonds training undies”, “bonds underwear” and “bonds undies”, summed into one figure.
- **Calvin Klein**: Measured on the search terms “boxer calvin klein underwear”, “calvin klein”, “calvin klein black jeans”, “calvin klein black mens underwear”, “calvin klein bra”, “calvin klein briefs”, “calvin klein eternity”, “calvin klein eternity for men”, “calvin klein euphoria”, “calvin klein fashion”, “calvin klein jean”, “calvin klein lingerie”, “calvin klein near me”, “calvin klein online”, “calvin klein outfits”, “calvin klein outlet”, “calvin klein polo”, “calvin klein the one”, “calvin klein underwear”, “calvin klein underwear men”, “calvin klein underwear women”, “calvinklein”, “calvinklein briefs”, “calvinklein clothing”, “calvinklein co nz”, “calvinklein fashion”, “calvinklein nz”, “calvinklein polo” and “thong calvin klein underwear”, summed into one figure.
- **Jockey**: Measured on the search terms “jockey boxers”, “jockey bras”, “jockey briefs”, “jockey lingerie”, “jockey nz” and “jockey undies”, summed into one figure.
- **SAXX**: Measured on the search terms “saxx”, “saxx boxers”, “saxx briefs”, “saxx near me” and “saxx nz”, summed into one figure.
- **Step One**: Measured on the search terms “step one boxers”, “step one briefs” and “step one undies”, summed into one figure.
- **Tommy John**: Measured on the search terms “tommy john boxers”, “tommy john briefs” and “tommy john underwear for men”, summed into one figure.

- [Bonds](/demand/nz/brands/bonds)
- [Calvin Klein](/demand/nz/brands/calvin-klein)
- [Jockey](/demand/nz/brands/jockey)
- [SAXX](/demand/nz/brands/saxx)
- [Step One](/demand/nz/brands/step-one)
- [Tommy John](/demand/nz/brands/tommy-john)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among underwear brands in New Zealand?

In August 2026, Calvin Klein was the most searched among underwear brands in New Zealand, with an estimated 33.8K branded searches and 78.1% estimated Share of Search within this set.

## Cite this page

Brandwave. "Underwear brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-mens-underwear-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-mens-underwear-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.