Unbound Merino – D2C Ranking & Growth Metrics
Merino wool clothing built for travel and everyday wear
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Unbound Merino is new to the index this month, entering at #184 of 522 overall and #72 of 142 in Apparel. On our estimate its revenue is flat year on year (high confidence). Branded search is growing over the past year. Its closest Apparel competitor is Devold (#323).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
How scoring works →Year on year, high confidence; close to flat. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
How scoring works →How big Unbound Merino is today: #184 of 522 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is Unbound Merino's revenue growing?
We estimate Unbound Merino's revenue is flat year on year (high confidence). Branded search and site traffic don't contradict each other, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Unbound Merino growing?
Unbound Merino's Momentum score is 56.9, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months. Site traffic is steady over the same 12 months. Its size score is driven most by branded search demand, with social audience relatively weakest.
About Unbound Merino
Unbound Merino makes men's and women's clothing in merino wool: t-shirts, long sleeves, hoodies, knitwear, pants, shorts, underwear and socks, plus an ultralight travel backpack. The brand was started by three lifelong friends who travelled together after high school and wanted a fabric that performed on a hike but also looked right at a restaurant or a concert, rather than the logo-heavy activewear merino was usually sold as. They spent years researching and prototyping before partnering with manufacturers to produce the line, which is built around versatility for packing light and wearing the same pieces across different settings.
Unbound Merino competitors
The apparel brands closest to Unbound Merino: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Merino wool baselayers and outdoor clothing from Norway
Merino wool clothing and layers for hiking, running and outdoor life
Merino wool clothing made in the USA from Montana-grown wool
Merino wool socks knitted in Vermont, guaranteed for life
Merino wool apparel for skiing, biking and the outdoors, from Wānaka, New Zealand.
Unbound Merino vs Devold
Unbound Merino leads on both size and growth: Scale 51.7 against 41.8, and Momentum 57 against 48. See Devold's page.
| October 2026 | Unbound Merino | Devold |
|---|---|---|
| Overall rank | #184 | #323 |
| Apparel rank | #72 | #103 |
| Scale (size) | 51.7 | 41.8 |
| Momentum (growth) | 56.9 | 47.7 |
| Branded search | 58 | 45 |
| Site traffic | 49 | 33 |
| Social audience | 48 | 48 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Unbound Merino branded search volume
How often people search for Unbound Merino by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is growing. Demand is fairly steady through the year.
Unbound Merino's audience, products and channels
Social audience
- Instagram unboundmerino 80k
- TikTok unboundmerino 1.6k
- YouTube UnboundMerino 1.2k
Also on Facebook.
Followers as shown on each platform, collected for the October 2026 edition.
Products
- Products in store180
- New in the last 90 days10
- Typical price125
- Price range20 – 695
From Unbound Merino's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada, the US, Australia and Germany.
Unbound Merino: common questions
What does Unbound Merino sell?
Merino wool clothing built for travel and everyday wear.
Where is Unbound Merino from?
Unbound Merino is based in United States.
Where can you buy Unbound Merino?
Unbound Merino sells through its own online store and selected retailers. Its online store is at unboundmerino.com.
Is Unbound Merino's revenue growing?
Our estimate is flat year on year, with high confidence. It is a direction from online signals, not a sales figure.
Who are Unbound Merino's competitors?
Unbound Merino's closest competitors in the Apparel category are Devold, Ridge Merino, Duckworth and Darn Tough.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like Unbound Merino move, or the data as an export? See data & alerts.