Icebreaker vs Norsewear:Which is more popular?
In September 2026, Norsewear had more branded searches than Icebreaker among merino clothing brands in New Zealand. Norsewear had about 1,900 branded searches, while Icebreaker had 730. Norsewear made up 8% of all merino clothing brand searches we track, and Icebreaker accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about merino clothing brands, Icebreaker and Norsewear each appeared in three of the five answers. Icebreaker was mentioned before Norsewear in every answer.
Who do people search for more?
Norsewear, about 3 searches for every 1 for Icebreaker
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Icebreaker, named ahead of Norsewear in every answer
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Top merino clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Icebreaker and Norsewear were each mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Icebreaker was listed before Norsewear in every answer.
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 Icebreaker or Norsewear more popular in search?
This chart shows how often people search Google for Icebreaker and Norsewear 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 Norsewear, Icebreaker. 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 Icebreaker and Norsewear comparison changed over the last 12 months?
3 findings
- Norsewear was ahead of Icebreaker in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Icebreaker’s share of searches among merino clothing brands in New Zealand moved from 4.1% to 3.1%, and its estimated monthly branded searches moved from 720 to 730.
- Across the 12 months ending September 2026, Norsewear’s share of searches among merino clothing brands in New Zealand moved from 5.6% to 8%, and its estimated monthly branded searches moved from 1K to 1.9K.
How did search popularity change for New Zealand merino clothing brands in September 2026?
2 changes
In September 2026, Icebreaker lost share of searches among merino clothing brands in New Zealand, from 3.7% to 3.1%.
Norsewear’s share of searches among merino clothing brands in New Zealand has lost ground for 3 months in a row, from 10.5% to 8% in September 2026.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Icebreaker’s and Norsewear’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.
Icebreaker
7 branded search terms
- icebreaker base layer
- icebreaker clothing
- icebreaker clothing sale
- icebreaker merino
- icebreaker merino beanie
- icebreaker merino wool
- icebreaker thermals
Norsewear
1 branded search term
- norsewear
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