Norsewear vs Smartwool:Which is more popular?
In September 2026, Norsewear had more branded searches than Smartwool among merino clothing brands in New Zealand. Norsewear had about 1,900 branded searches, while Smartwool had 520. Norsewear made up 8% 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, Norsewear appeared in three of the five answers and Smartwool in none.
Who do people search for more?
Norsewear, about 4 searches for every 1 for Smartwool
Who does AI mention more?
Norsewear, mentioned in 3 of 5 answers, Smartwool in 0
Who does AI recommend more?
Norsewear, 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, Norsewear 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 Norsewear or Smartwool more popular in search?
This chart shows how often people search Google for Norsewear and Smartwool 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, 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 Norsewear and Smartwool comparison changed over the last 12 months?
3 findings
- Norsewear was ahead of Smartwool in every measured month of the 12 months ending September 2026.
- 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.
- 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.
How did search popularity change for New Zealand merino clothing brands in September 2026?
2 changes
In September 2026, Smartwool lost share of searches among merino clothing brands in New Zealand, from 3% to 2.2%.
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?
6 search terms
Brandwave collects information about searches that people make online using Norsewear’s and Smartwool’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.
Other head-to-heads among merino clothing brands
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