Brandwave

Castelli vs Icebreaker:Which is more popular?

In September 2026, Icebreaker had more branded searches than Castelli among base layer brands in New Zealand. Icebreaker had about 350 branded searches, while Castelli had 170. Icebreaker made up 0.57% of all base layer brand searches we track, and Castelli accounted for 0.28%. When we asked ChatGPT and Google AI Overviews about base layer brands, Icebreaker appeared in four of the five answers and Castelli in none.

Among base layer brands in New Zealand in September 2026

Who do people search for more?

Icebreaker, about 2 searches for every 1 for Castelli

Icebreaker 350 searchesCastelli 170 searches

Who does AI mention more?

Icebreaker, mentioned in 4 of 5 answers, Castelli in 0

Icebreaker in 4 of 5Castelli in 0 of 5

Who does AI recommend more?

Icebreaker, the only one of the two named

Icebreaker first in 4Castelli never named

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Top base layer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Castelli 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.

  1. Icebreaker1st
  2. Mons Royale2nd
  3. Macpac3rd
  4. Devold4th
  5. Columbia–
  6. Burton–
  7. Castelli–
  8. First Lite–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Macpac5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mons Royale5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Icebreaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Devold2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Columbia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Burton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castelli0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • First Lite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about base layer brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Castelli or Icebreaker more popular in search?

This chart shows how often people search Google for Castelli and Icebreaker by name. Each line represents a brand's share of searches for all eight base layer brands we track, month by month, from searches in New Zealand.

Castelli and Icebreaker among base layer brands in New Zealand, by month

Share of searches by month for Icebreaker, Castelli. The figures are in the table below the chart.

View monthly share of searches table
MonthMacpacMons RoyaleColumbiaIcebreakerBurtonDevoldCastelliFirst Lite
Oct 202590%7.9%0.48%0.56%0.14%0.26%0.32%0.32%
Nov 202589%9.4%0.34%0.49%0.09%0.26%0.26%0.21%
Dec 202591.1%7.6%0.43%0.28%0.07%0.21%0.17%0.14%
Jan 202690.6%7.7%0.52%0.34%0.13%0.31%0.21%0.21%
Feb 202688.9%9%0.53%0.46%0.16%0.38%0.3%0.3%
Mar 202687.3%10.9%0.44%0.46%0.11%0.31%0.25%0.25%
Apr 202686.9%11%0.58%0.37%0.16%0.3%0.3%0.3%
May 202686.7%11.2%0.62%0.41%0.16%0.25%0.38%0.31%
Jun 202688.6%9.5%0.55%0.36%0.22%0.22%0.27%0.22%
Jul 202684.3%13.4%0.57%0.54%0.46%0.3%0.25%0.2%
Aug 202681.8%15.5%0.72%0.59%0.53%0.29%0.23%0.29%
Sep 202682.4%15.2%0.57%0.57%0.34%0.34%0.28%0.23%

How has the Castelli and Icebreaker comparison changed over the last 12 months?

3 findings
  • Icebreaker was ahead of Castelli in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Castelli’s share of searches among base layer brands in New Zealand moved from 0.32% to 0.28%, and its estimated monthly branded searches moved from 210 to 170.
  • Across the 12 months ending September 2026, Icebreaker’s share of searches among base layer brands in New Zealand moved from 0.56% to 0.57%, and its estimated monthly branded searches moved from 370 to 350.

How did search popularity change for New Zealand base layer brands in September 2026?

1 change

  1. In September 2026, Castelli rose from 8th to 7th among base layer brands in New Zealand.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Castelli’s and Icebreaker’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.

Castelli

1 branded search term

  • castelli

Icebreaker

2 branded search terms

  • icebreaker clothing
  • icebreaker clothing sale

How the Brand Demand Index is measured

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