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Merino clothing brands in New Zealand:Which brands are most popular in search?

In August 2026, Mons Royale was the most searched among merino clothing brands in New Zealand, with an estimated 15.8K branded searches and 37% estimated Share of Search within this set.

Share of Search, August 2026
  1. Mons Royale37%
  2. Untouched World35.5%
  3. Icebreaker18.5%
  4. Smartwool6.5%
  5. Noble Wilde2.5%
  6. Merino Country0.05%

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Share of SearchLeaderboard

Compare the merino clothing brands New Zealanders buy base layers and everyday wear from. 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 among merino clothing brands in New Zealand, by month

Share of Search by month for Mons Royale, Untouched World, Icebreaker, Smartwool, Noble Wilde. The figures are in the table below the chart.

View monthly share of search table
MonthMons RoyaleUntouched WorldIcebreakerSmartwoolNoble WildeMerino Country
Oct 202529.8%41.3%23%3.9%2%0.04%
Nov 202533.6%37.6%22.7%4.4%1.7%0.06%
Dec 202535.3%39%19.7%4.1%1.9%0.06%
Jan 202633.6%41.9%17.9%4.3%2.2%0.1%
Feb 202630.5%45.3%17.3%4%2.8%0.1%
Mar 202633.6%41.8%17.4%3.8%3.3%0.13%
Apr 202634.3%37.4%19.6%4.8%3.8%0.1%
May 202632.4%39.2%18.7%5.9%3.8%0.05%
Jun 202634.2%36.4%20%5.9%3.4%0.08%
Jul 202636.9%33.3%18.8%7.1%3.8%0.02%
Aug 202637%35.5%18.5%6.5%2.5%0.05%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Mons Royale

    37%

    held 1st · 15.8K estimated branded searches · -0.44% vs prior month · +0.1 points

  2. 2.Untouched World

    35.5%

    held 2nd · 15.1K estimated branded searches · +5.5% vs prior month · +2.1 points

  3. 3.Icebreaker

    18.5%

    held 3rd · 7.9K estimated branded searches · -2.7% vs prior month · -0.4 points

  4. 4.Smartwool

    6.5%

    held 4th · 2.8K estimated branded searches · -9.2% vs prior month · -0.6 points

  5. 5.Noble Wilde

    2.5%

    held 5th · 1.1K estimated branded searches · -34.1% vs prior month · -1.3 points

  6. 6.Merino Country

    0.05%

    held 6th · 20 estimated branded searches · +100% vs prior month · 0 points

Compare search popularity between leading brands

Which brand is most popular in search among merino clothing brands in New Zealand?

In August 2026, Mons Royale was the most searched among merino clothing brands in New Zealand, with an estimated 15.8K branded searches and 37% estimated Share of Search within this set. Untouched World is in 2nd place, 1.6 percentage points behind at 35.5% Share of Search.

New Zealand merino clothing brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Mons Royale29.8% → 37%37%Aug 202629.8%Oct 20252nd → 1st
Untouched World41.3% → 35.5%45.3%Feb 202633.3%Jul 20261st → 2nd
Icebreaker23% → 18.5%23%Oct 202517.3%Feb 20263rd
Smartwool3.9% → 6.5%7.1%Jul 20263.8%Mar 20264th
Noble Wilde2% → 2.5%3.8%May 20261.7%Nov 20255th
Merino Country0.04% → 0.05%0.13%Mar 20260.02%Jul 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, Mons Royale’s estimated Share of Search among merino clothing brands in New Zealand increased from 29.8% to 37%.
  • Across the 11 months ending August 2026, Untouched World’s estimated Share of Search among merino clothing brands in New Zealand decreased from 41.3% to 35.5%.
  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands in New Zealand decreased from 23% to 18.5%.
  • Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among merino clothing brands in New Zealand increased from 3.9% to 6.5%.
  • Across the 11 months ending August 2026, Noble Wilde’s estimated Share of Search among merino clothing brands in New Zealand increased from 2% to 2.5%.
  • Across the 11 months ending August 2026, Untouched World’s estimated Share of Search among merino clothing brands in New Zealand peaked at 45.3% in February 2026 and was lowest at 33.3% in July 2026.
  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands in New Zealand peaked at 23% in October 2025 and was lowest at 17.3% in February 2026.
  • Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among merino clothing brands in New Zealand peaked at 7.1% in July 2026 and was lowest at 3.8% in March 2026.
  • Across the 11 months ending August 2026, Noble Wilde’s estimated Share of Search among merino clothing brands in New Zealand peaked at 3.8% in May 2026 and was lowest at 1.7% in November 2025.
  • Across the 11 months ending August 2026, Mons Royale rose from 2nd to 1st among merino clothing brands in New Zealand.
  • Across the 11 months ending August 2026, Untouched World fell from 1st to 2nd among merino clothing brands in New Zealand.
  • Across the 11 months ending August 2026, Merino Country held steady: its estimated Share of Search among merino clothing brands in New Zealand moved less than 0.5 percentage points.

How did search popularity change for New Zealand merino clothing brands in August 2026?

  1. In August 2026, Untouched World gained estimated Share of Search among merino clothing brands in New Zealand, from 33.3% to 35.5%.

  2. In August 2026, Noble Wilde lost estimated Share of Search among merino clothing brands in New Zealand, from 3.8% to 2.5%.

  3. In August 2026, Smartwool lost estimated Share of Search among merino clothing brands in New Zealand, from 7.1% to 6.5%.

  4. Mons Royale’s estimated Share of Search among merino clothing brands in New Zealand has gained ground for 3 months in a row, from 32.4% to 37% in August 2026.

  5. Estimated monthly branded searches for Merino Country in New Zealand rose 100% over 11 measured months, from 10 to 20 in August 2026.

  6. Estimated monthly branded searches for Icebreaker in New Zealand rose 26.2% over 11 measured months, from 6.2K to 7.9K in August 2026.

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