--- title: "First Lite: search popularity worldwide" description: "First Lite makes hunting clothing for backcountry hunters. 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." canonical: "https://gobrandwave.com/demand/global-en/brands/first-lite" publisher: "Brandwave" --- # First Lite: search popularity worldwide First Lite makes hunting clothing for backcountry hunters. 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. ## Key facts - **Brand**: First Lite - **Market**: Global - **Measured month**: Sep 2026 - **Share of Search among base layer brands**: 5.4% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Base layer brands | 6 | 5.4% | 90.5K | | Merino wool sock brands | 2 | 10.2% | 90.5K | | Hunting clothing brands | 2 | 16.9% | 90.5K | - [Base layer brands](/demand/global-en/categories/base-layer-brands) - [Merino wool sock brands](/demand/global-en/categories/merino-wool-sock-brands) - [Hunting clothing brands](/demand/global-en/categories/hunting-clothing-brands) ## How has branded search demand for First Lite changed worldwide over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for First Lite worldwide fell from 135K to 90.5K. - Across the 12 months ending September 2026, First Lite’s estimated Share of Search among base layer brands worldwide decreased from 5.9% to 5.4%. - Across the 12 months ending September 2026, First Lite’s estimated Share of Search among base layer brands worldwide peaked at 7.3% in August 2026 and was lowest at 2.3% in January 2026. - Across the 12 months ending September 2026, First Lite’s estimated Share of Search among merino wool sock brands worldwide decreased from 12.4% to 10.2%. - Across the 12 months ending September 2026, First Lite’s estimated Share of Search among merino wool sock brands worldwide peaked at 12.4% in October 2025 and was lowest at 4.1% in March 2026. - Across the 12 months ending September 2026, First Lite’s estimated Share of Search among hunting clothing brands worldwide decreased from 20.2% to 16.9%. - Across the 12 months ending September 2026, First Lite’s estimated Share of Search among hunting clothing brands worldwide peaked at 26.5% in November 2025 and was lowest at 14.2% in April 2026. ## How did search popularity change for base layer brands worldwide in September 2026? - In September 2026, Burton overtook Castelli and First Lite to rank 4th among base layer brands worldwide, with 6.9% estimated Share of Search. - In September 2026, Carhartt gained estimated Share of Search among base layer brands worldwide, from 16.4% to 26.7%. - In September 2026, Columbia gained estimated Share of Search among base layer brands worldwide, from 14% to 14.5%. - In September 2026, Ariat lost estimated Share of Search among base layer brands worldwide, from 45% to 39.9%. - In September 2026, Castelli lost estimated Share of Search among base layer brands worldwide, from 11% to 6.5%. - In September 2026, First Lite lost estimated Share of Search among base layer brands worldwide, from 7.3% to 5.4%. ## How did search popularity change for merino wool sock brands worldwide in September 2026? - In September 2026, Bombas gained estimated Share of Search among merino wool sock brands worldwide, from 73.3% to 75.9%. - In September 2026, First Lite lost estimated Share of Search among merino wool sock brands worldwide, from 12% to 10.2%. - In September 2026, Feetures lost estimated Share of Search among merino wool sock brands worldwide, from 6.6% to 5.6%. - In September 2026, Darn Tough rose from 4th to 3rd among merino wool sock brands worldwide. - Estimated monthly branded searches for Wigwam worldwide fell 45.5% over 12 measured months, from 12.1K to 6.6K in September 2026. - Estimated monthly branded searches for Icebreaker worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026. ## How did search popularity change for hunting clothing brands worldwide in September 2026? - In September 2026, Kuiu gained estimated Share of Search among hunting clothing brands worldwide, from 62.6% to 68.7%. - In September 2026, Ridgeline gained estimated Share of Search among hunting clothing brands worldwide, from 10.3% to 11.3%. - In September 2026, First Lite lost estimated Share of Search among hunting clothing brands worldwide, from 22.9% to 16.9%. - In September 2026, Hunters Element lost estimated Share of Search among hunting clothing brands worldwide, from 3.1% to 1.8%. - Estimated monthly branded searches for Sitka worldwide fell 45.5% over 12 measured months, from 12.1K to 6.6K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Base layer brands | 135K | 5.9% | 6 | | Nov 2025 | Base layer brands | 201K | 5.2% | 5 | | Dec 2025 | Base layer brands | 110K | 2.8% | 6 | | Jan 2026 | Base layer brands | 60.5K | 2.3% | 6 | | Feb 2026 | Base layer brands | 49.5K | 2.6% | 6 | | Mar 2026 | Base layer brands | 40.5K | 2.6% | 6 | | Apr 2026 | Base layer brands | 40.5K | 3% | 6 | | May 2026 | Base layer brands | 49.5K | 3.8% | 6 | | Jun 2026 | Base layer brands | 40.5K | 3.3% | 6 | | Jul 2026 | Base layer brands | 49.5K | 4.4% | 6 | | Aug 2026 | Base layer brands | 110K | 7.3% | 5 | | Sep 2026 | Base layer brands | 90.5K | 5.4% | 6 | | Oct 2025 | Merino wool sock brands | 135K | 12.4% | 2 | | Nov 2025 | Merino wool sock brands | 201K | 12% | 2 | | Dec 2025 | Merino wool sock brands | 110K | 7% | 3 | | Jan 2026 | Merino wool sock brands | 60.5K | 5.7% | 3 | | Feb 2026 | Merino wool sock brands | 49.5K | 5.9% | 3 | | Mar 2026 | Merino wool sock brands | 40.5K | 4.1% | 4 | | Apr 2026 | Merino wool sock brands | 40.5K | 4.8% | 4 | | May 2026 | Merino wool sock brands | 49.5K | 5.8% | 4 | | Jun 2026 | Merino wool sock brands | 40.5K | 4.8% | 4 | | Jul 2026 | Merino wool sock brands | 49.5K | 5.8% | 4 | | Aug 2026 | Merino wool sock brands | 110K | 12% | 2 | | Sep 2026 | Merino wool sock brands | 90.5K | 10.2% | 2 | | Oct 2025 | Hunting clothing brands | 135K | 20.2% | 2 | | Nov 2025 | Hunting clothing brands | 201K | 26.5% | 2 | | Dec 2025 | Hunting clothing brands | 110K | 19% | 2 | | Jan 2026 | Hunting clothing brands | 60.5K | 15.7% | 2 | | Feb 2026 | Hunting clothing brands | 49.5K | 15.8% | 2 | | Mar 2026 | Hunting clothing brands | 40.5K | 14.3% | 3 | | Apr 2026 | Hunting clothing brands | 40.5K | 14.2% | 3 | | May 2026 | Hunting clothing brands | 49.5K | 15.4% | 2 | | Jun 2026 | Hunting clothing brands | 40.5K | 14.8% | 3 | | Jul 2026 | Hunting clothing brands | 49.5K | 15.5% | 2 | | Aug 2026 | Hunting clothing brands | 110K | 22.9% | 2 | | Sep 2026 | Hunting clothing brands | 90.5K | 16.9% | 2 | ## How is First Lite measured? Brandwave collects information about searches that people make online using First Lite’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “first lite” ## Which base layer brands compete with First Lite? - [Ariat](/demand/global-en/brands/ariat): Head-to-head: /demand/global-en/compare/ariat-vs-first-lite - [Carhartt](/demand/global-en/brands/carhartt): Head-to-head: /demand/global-en/compare/carhartt-vs-first-lite - [Columbia](/demand/global-en/brands/columbia): Head-to-head: /demand/global-en/compare/columbia-vs-first-lite - [Burton](/demand/global-en/brands/burton): Head-to-head: /demand/global-en/compare/burton-vs-first-lite - [Castelli](/demand/global-en/brands/castelli): Head-to-head: /demand/global-en/compare/castelli-vs-first-lite ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "First Lite: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/first-lite This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/first-lite. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.