Brandwave

Icebreaker vs Swanndri:Which is more popular by branded search in New Zealand?

In August 2026, Swanndri had more branded searches than Icebreaker among outdoor clothing brands in New Zealand. Swanndri was estimated to have 30K branded searches compared to Icebreaker’s 7.9K, and held a 9.5% Share of Search versus Icebreaker’s 2.5%.

Share of Search among outdoor clothing brands in New Zealand in August 2026Which is more popular in search, Icebreaker or Swanndri?
Icebreaker2.5%7.9K searches
vs
Swanndri9.5%30K searches
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Which is more popular in search, Icebreaker or Swanndri?

Compare the outdoor clothing brands New Zealanders buy jackets, layers and adventure gear 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.

Icebreaker and Swanndri among outdoor clothing brands in New Zealand, by month

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

View monthly share of search table
MonthKathmanduMacpacPatagoniaSwanndriArc'teryxThe North FaceIcebreakerColumbiaEarth Sea SkyRab
Oct 202535.7%32.8%11%7.6%5.5%2.9%2.5%0.49%0.97%0.48%
Nov 202539%31.5%9.6%8%5.3%2.8%2.3%0.41%0.72%0.34%
Dec 202539.6%34.4%9.1%6.6%4.7%2.4%1.8%0.43%0.68%0.32%
Jan 202639.2%31.3%11.8%5.4%5.5%3.3%1.7%0.58%0.9%0.41%
Feb 202636.1%31.7%12.5%6.7%5.6%3.2%2%0.65%0.96%0.54%
Mar 202636.4%32.1%11.2%7.8%5%3.2%2.1%0.63%0.95%0.57%
Apr 202638%29%10.9%9.4%5.1%3.3%2.2%0.72%0.89%0.6%
May 202636.1%29.5%9.1%10.2%5%4.8%2.3%1.5%0.93%0.56%
Jun 202636.1%27.9%8.1%10.7%5.9%6.2%1.9%1.7%0.98%0.47%
Jul 202638%26%8.5%9.6%6.3%6.5%2.2%1.2%1.1%0.51%
Aug 202633.9%26%12.8%9.5%8.2%4.8%2.5%0.92%0.89%0.56%
Sep 2026——————————

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

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

  1. In August 2026, Patagonia overtook Swanndri to rank 3rd among outdoor clothing brands in New Zealand, at 12.8%.

  2. Estimated monthly branded searches for Swanndri in New Zealand rose 55.1% over 11 measured months, from 19.3K to 30K in August 2026.

  3. 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.

How each brand is measured

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

10 branded 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
  • icebreaker thermals

Swanndri

23 branded search terms

  • swanndri
  • swanndri bush shirt
  • swanndri clothing
  • swanndri co nz
  • swanndri coat
  • swanndri hoodie
  • swanndri jersey
  • swanndri mariner zip neck jersey
  • swanndri near me
  • swanndri nz
  • swanndri oilskin
  • swanndri oilskin vest
  • swanndri online
  • swanndri outlet
  • swanndri quarter zip
  • swanndri sale
  • swanndri shirts
  • swanndri stores
  • swanndri tower junction
  • swanndri vest
  • swanndri womens
  • swanndri womens jacket
  • swanndri wool jacket

How the Brand Demand Index is measured

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