---
title: "Merino clothing brands in New Zealand: Which brands are most popular in search?"
description: "Compare the merino clothing brands New Zealanders buy base layers and everyday wear from. Share of Search among Mons Royale, Untouched World, Icebreaker, Smartwool, Noble Wilde and Merino Country, the merino clothing 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-merino-clothing-brands"
publisher: "Brandwave"
---

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

Compare the merino clothing brands New Zealanders buy base layers and everyday wear from. Share of Search among Mons Royale, Untouched World, Icebreaker, Smartwool, Noble Wilde and Merino Country, the merino clothing 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**: Merino clothing brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Mons Royale, 37%

## 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.
- 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.

## Compare search popularity between leading brands

- [Mons Royale vs Untouched World: compare search popularity](/demand/nz/compare/mons-royale-vs-untouched-world): 37% against 35.5% Share of Search.
- [Mons Royale vs Icebreaker: compare search popularity](/demand/nz/compare/icebreaker-vs-mons-royale): 37% against 18.5% Share of Search.
- [Mons Royale vs Smartwool: compare search popularity](/demand/nz/compare/mons-royale-vs-smartwool): 37% against 6.5% Share of Search.
- [Mons Royale vs Noble Wilde: compare search popularity](/demand/nz/compare/mons-royale-vs-noble-wilde): 37% against 2.5% Share of Search.
- [Untouched World vs Icebreaker: compare search popularity](/demand/nz/compare/icebreaker-vs-untouched-world): 35.5% against 18.5% Share of Search.
- [Untouched World vs Smartwool: compare search popularity](/demand/nz/compare/smartwool-vs-untouched-world): 35.5% against 6.5% Share of Search.
- [Untouched World vs Noble Wilde: compare search popularity](/demand/nz/compare/noble-wilde-vs-untouched-world): 35.5% against 2.5% Share of Search.
- [Icebreaker vs Smartwool: compare search popularity](/demand/nz/compare/icebreaker-vs-smartwool): 18.5% against 6.5% Share of Search.
- [Icebreaker vs Noble Wilde: compare search popularity](/demand/nz/compare/icebreaker-vs-noble-wilde): 18.5% against 2.5% Share of Search.
- [Smartwool vs Noble Wilde: compare search popularity](/demand/nz/compare/noble-wilde-vs-smartwool): 6.5% against 2.5% Share of Search.

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

- In August 2026, Untouched World gained estimated Share of Search among merino clothing brands in New Zealand, from 33.3% to 35.5%.
- In August 2026, Noble Wilde lost estimated Share of Search among merino clothing brands in New Zealand, from 3.8% to 2.5%.
- In August 2026, Smartwool lost estimated Share of Search among merino clothing brands in New Zealand, from 7.1% to 6.5%.
- 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.
- Estimated monthly branded searches for Merino Country in New Zealand rose 100% over 11 measured months, from 10 to 20 in August 2026.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Mons Royale | 37% | 15.8K | -0.4% | Mons Royale |
| 2 | Untouched World | 35.5% | 15.1K | +5.5% | Untouched World |
| 3 | Icebreaker | 18.5% | 7.9K | -2.7% | Icebreaker |
| 4 | Smartwool | 6.5% | 2.8K | -9.2% | Smartwool |
| 5 | Noble Wilde | 2.5% | 1.1K | -34.1% | Noble Wilde |
| 6 | Merino Country | 0.05% | 20 | +100.0% | Merino Country |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Untouched World | 11.2K | 41.3% | 1 |
| Oct 2025 | Mons Royale | 8.1K | 29.8% | 2 |
| Oct 2025 | Icebreaker | 6.2K | 23% | 3 |
| Oct 2025 | Smartwool | 1.1K | 3.9% | 4 |
| Oct 2025 | Noble Wilde | 540 | 2% | 5 |
| Oct 2025 | Merino Country | 10 | 0.04% | 6 |
| Nov 2025 | Untouched World | 12.3K | 37.6% | 1 |
| Nov 2025 | Mons Royale | 11K | 33.6% | 2 |
| Nov 2025 | Icebreaker | 7.4K | 22.7% | 3 |
| Nov 2025 | Smartwool | 1.4K | 4.4% | 4 |
| Nov 2025 | Noble Wilde | 560 | 1.7% | 5 |
| Nov 2025 | Merino Country | 20 | 0.06% | 6 |
| Dec 2025 | Untouched World | 12.2K | 39% | 1 |
| Dec 2025 | Mons Royale | 11K | 35.3% | 2 |
| Dec 2025 | Icebreaker | 6.2K | 19.7% | 3 |
| Dec 2025 | Smartwool | 1.3K | 4.1% | 4 |
| Dec 2025 | Noble Wilde | 590 | 1.9% | 5 |
| Dec 2025 | Merino Country | 20 | 0.06% | 6 |
| Jan 2026 | Untouched World | 12.2K | 41.9% | 1 |
| Jan 2026 | Mons Royale | 9.8K | 33.6% | 2 |
| Jan 2026 | Icebreaker | 5.2K | 17.9% | 3 |
| Jan 2026 | Smartwool | 1.2K | 4.3% | 4 |
| Jan 2026 | Noble Wilde | 640 | 2.2% | 5 |
| Jan 2026 | Merino Country | 30 | 0.1% | 6 |
| Feb 2026 | Untouched World | 13.5K | 45.3% | 1 |
| Feb 2026 | Mons Royale | 9.1K | 30.5% | 2 |
| Feb 2026 | Icebreaker | 5.2K | 17.3% | 3 |
| Feb 2026 | Smartwool | 1.2K | 4% | 4 |
| Feb 2026 | Noble Wilde | 850 | 2.8% | 5 |
| Feb 2026 | Merino Country | 30 | 0.1% | 6 |
| Mar 2026 | Untouched World | 15.7K | 41.8% | 1 |
| Mar 2026 | Mons Royale | 12.6K | 33.6% | 2 |
| Mar 2026 | Icebreaker | 6.5K | 17.4% | 3 |
| Mar 2026 | Smartwool | 1.4K | 3.8% | 4 |
| Mar 2026 | Noble Wilde | 1.2K | 3.3% | 5 |
| Mar 2026 | Merino Country | 50 | 0.13% | 6 |
| Apr 2026 | Untouched World | 14.8K | 37.4% | 1 |
| Apr 2026 | Mons Royale | 13.6K | 34.3% | 2 |
| Apr 2026 | Icebreaker | 7.8K | 19.6% | 3 |
| Apr 2026 | Smartwool | 1.9K | 4.8% | 4 |
| Apr 2026 | Noble Wilde | 1.5K | 3.8% | 5 |
| Apr 2026 | Merino Country | 40 | 0.1% | 6 |
| May 2026 | Untouched World | 16.7K | 39.2% | 1 |
| May 2026 | Mons Royale | 13.8K | 32.4% | 2 |
| May 2026 | Icebreaker | 7.9K | 18.7% | 3 |
| May 2026 | Smartwool | 2.5K | 5.9% | 4 |
| May 2026 | Noble Wilde | 1.6K | 3.8% | 5 |
| May 2026 | Merino Country | 20 | 0.05% | 6 |
| Jun 2026 | Untouched World | 14.4K | 36.4% | 1 |
| Jun 2026 | Mons Royale | 13.5K | 34.2% | 2 |
| Jun 2026 | Icebreaker | 7.9K | 20% | 3 |
| Jun 2026 | Smartwool | 2.3K | 5.9% | 4 |
| Jun 2026 | Noble Wilde | 1.4K | 3.4% | 5 |
| Jun 2026 | Merino Country | 30 | 0.08% | 6 |
| Jul 2026 | Mons Royale | 15.8K | 36.9% | 1 |
| Jul 2026 | Untouched World | 14.3K | 33.3% | 2 |
| Jul 2026 | Icebreaker | 8.1K | 18.8% | 3 |
| Jul 2026 | Smartwool | 3K | 7.1% | 4 |
| Jul 2026 | Noble Wilde | 1.6K | 3.8% | 5 |
| Jul 2026 | Merino Country | 10 | 0.02% | 6 |
| Aug 2026 | Mons Royale | 15.8K | 37% | 1 |
| Aug 2026 | Untouched World | 15.1K | 35.5% | 2 |
| Aug 2026 | Icebreaker | 7.9K | 18.5% | 3 |
| Aug 2026 | Smartwool | 2.8K | 6.5% | 4 |
| Aug 2026 | Noble Wilde | 1.1K | 2.5% | 5 |
| Aug 2026 | Merino Country | 20 | 0.05% | 6 |
| Sep 2026 | Icebreaker | — | — | — |
| Sep 2026 | Merino Country | — | — | — |
| Sep 2026 | Mons Royale | — | — | — |
| Sep 2026 | Noble Wilde | — | — | — |
| Sep 2026 | Smartwool | — | — | — |
| Sep 2026 | Untouched World | — | — | — |

## What is being compared

- **Icebreaker**: Measured on the search terms “icebreaker base layer”, “icebreaker clothing”, “icebreaker clothing sale”, “icebreaker jacket”, “icebreaker merino”, “icebreaker merino 260”, “icebreaker merino beanie”, “icebreaker merino wool”, “icebreaker nz” and “icebreaker thermals”, summed into one figure.
- **Merino Country**: Measured on the search terms “merino country”, “merino country near me” and “merinocountry”, summed into one figure.
- **Mons Royale**: Measured on the search terms “mons royale”, “mons royale base layer”, “mons royale bike shorts”, “mons royale cap”, “mons royale clearance”, “mons royale hoodie”, “mons royale jacket”, “mons royale merino”, “mons royale near me”, “mons royale neckwarmer”, “mons royale nz”, “mons royale outlet”, “mons royale pants”, “mons royale pro deal”, “mons royale sale”, “mons royale shop”, “mons royale shorts”, “mons royale socks”, “mons royale stockists”, “mons royale t shirt”, “mons royale thermals”, “mons royale vest”, “mons royale womens”, “monsroyale”, “monsroyale com” and “monsroyale nz”, summed into one figure.
- **Noble Wilde**: Measured on the search terms “noble wilde”, “noble wilde knitwear”, “noble wilde merino”, “noble wilde near me”, “noble wilde nz”, “noble wilde online”, “noble wilde possum merino”, “noble wilde sale” and “noblewilde”, summed into one figure.
- **Smartwool**: Measured on the search terms “smartwool”, “smartwool base layer”, “smartwool classic thermal merino”, “smartwool classic thermal merino 1 4 zip”, “smartwool classic thermal merino base layer”, “smartwool classic thermal merino base layer crew”, “smartwool classic thermal merino crew”, “smartwool com”, “smartwool hiking socks”, “smartwool ladies socks”, “smartwool merino”, “smartwool merino base layer”, “smartwool merino socks”, “smartwool merino wool socks”, “smartwool near me”, “smartwool nz”, “smartwool online”, “smartwool running socks”, “smartwool socks”, “smartwool thermal merino balaclava”, “smartwool thermal merino reversible cuffed beanie” and “smartwool thermals”, summed into one figure.
- **Untouched World**: Measured on the search terms “untouched world”, “untouched world chch”, “untouched world clothing”, “untouched world kitchen”, “untouched world knitwear”, “untouched world ltd”, “untouched world merino”, “untouched world near me”, “untouched world nz”, “untouched world online”, “untouched world outlet”, “untouched world outlet sale”, “untouched world sale”, “untouchedworld” and “untouchedworld com”, summed into one figure.

- [Icebreaker](/demand/nz/brands/icebreaker)
- [Merino Country](/demand/nz/brands/merino-country)
- [Mons Royale](/demand/nz/brands/mons-royale)
- [Noble Wilde](/demand/nz/brands/noble-wilde)
- [Smartwool](/demand/nz/brands/smartwool)
- [Untouched World](/demand/nz/brands/untouched-world)

## 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 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.

## Cite this page

Brandwave. "Merino clothing brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-merino-clothing-brands

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