Smartwool vs Untouched World:Which is more popular?
In September 2026, Untouched World had more branded searches than Smartwool among merino clothing brands in New Zealand. Untouched World had about 10,400 branded searches, while Smartwool had 520. Untouched World made up 43.9% of all merino clothing brand searches we track, and Smartwool accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about merino clothing brands, Untouched World appeared in three of the five answers and Smartwool in none.
Who do people search for more?
Untouched World, about 20 searches for every 1 for Smartwool
Who does AI mention more?
Untouched World, mentioned in 3 of 5 answers, Smartwool in 0
Who does AI recommend more?
Untouched World, the only one of the two named
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Top merino clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Untouched World was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Smartwool did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Untouched World3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Mons Royale3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Norsewear3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Icebreaker3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Macpac2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Smartwool0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Noble Wilde0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Merino Country0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about merino clothing brands
5 answers
Asked ChatGPT
“Which merino clothing brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best merino clothing brands in New Zealand?”
Asked ChatGPT
“What's the best merino clothing brand in New Zealand for warm layers?”
Searched Google, AI Overview
“merino base layer nz”
Searched Google, AI Overview
“merino wool clothing nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Smartwool or Untouched World more popular in search?
This chart shows how often people search Google for Smartwool and Untouched World by name. Each line represents a brand's share of searches for all eight merino clothing brands we track, month by month, from searches in New Zealand.
Share of searches by month for Untouched World, Smartwool. The figures are in the table below the chart.
View monthly share of searches table
| Month | Untouched World | Mons Royale | Norsewear | Icebreaker | Smartwool | Noble Wilde | Macpac | Merino Country |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 55.1% | 30.1% | 5.6% | 4.1% | 2.4% | 1.5% | 1.2% | 0.06% |
| Nov 2025 | 40.3% | 28.6% | 24.3% | 2.8% | 1.9% | 1.2% | 0.96% | 0.07% |
| Dec 2025 | 50.1% | 35.7% | 6.1% | 3.1% | 2.4% | 1.5% | 0.98% | 0.09% |
| Jan 2026 | 52.9% | 31.7% | 6.4% | 3.5% | 2.6% | 1.7% | 1% | 0.15% |
| Feb 2026 | 56.8% | 29.6% | 4.7% | 3.2% | 2.5% | 2% | 0.99% | 0.14% |
| Mar 2026 | 51.1% | 34.3% | 4.9% | 3.6% | 2.6% | 2% | 1.5% | 0.15% |
| Apr 2026 | 45.1% | 34.6% | 8.7% | 3.7% | 3.8% | 2.3% | 1.7% | 0.11% |
| May 2026 | 46.9% | 31.7% | 9.5% | 3.6% | 3.6% | 2.7% | 1.9% | 0.07% |
| Jun 2026 | 43.9% | 34.3% | 10.5% | 4.1% | 2.8% | 2.5% | 1.7% | 0.07% |
| Jul 2026 | 40% | 39.2% | 9.7% | 4.2% | 2.2% | 3% | 1.6% | 0.03% |
| Aug 2026 | 42.8% | 38.9% | 8% | 3.7% | 3% | 2.1% | 1.3% | 0.07% |
| Sep 2026 | 43.9% | 39.9% | 8% | 3.1% | 2.2% | 1.7% | 1.1% | 0.08% |
How has the Smartwool and Untouched World comparison changed over the last 12 months?
3 findings
- Untouched World was ahead of Smartwool 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 in New Zealand moved from 2.4% to 2.2%, and its estimated monthly branded searches moved from 430 to 520.
- Across the 12 months ending September 2026, Untouched World’s share of searches among merino clothing brands in New Zealand moved from 55.1% to 43.9%, and its estimated monthly branded searches moved from 9.8K to 10.4K.
How did search popularity change for New Zealand merino clothing brands in September 2026?
2 changes
In September 2026, Untouched World gained share of searches among merino clothing brands in New Zealand, from 42.8% to 43.9%.
In September 2026, Smartwool lost share of searches among merino clothing brands in New Zealand, from 3% to 2.2%.
How are branded searches counted?
15 search terms
Brandwave collects information about searches that people make online using Smartwool’s and Untouched World’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
5 branded search terms
- smartwool
- smartwool base layer
- smartwool merino
- smartwool merino socks
- smartwool thermals
Untouched World
10 branded search terms
- untouched world
- untouched world chch
- untouched world clothing
- untouched world kitchen
- untouched world knitwear
- untouched world ltd
- untouched world merino
- untouched world outlet
- untouched world sale
- untouchedworld
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